Shall we take care of planetary health? It is about time: #ABiteWithPurpose / InterImage for Lidl

#ABiteWithPurpose is larger than simply a communication campaign by Lidl Bulgaria—it’s a CALL TO ACTION for a healthier future. Devised by Interimage to raise awareness, educate, and inspire, the initiative enables consumers to make mindful food choices that benefit both personal health and the planet.

SCIENCE first: At its core, the campaign is rooted in the globally recognized EAT-Lancet Planetary Diet, a scientifically-backed approach that promotes sustainable and nutritious eating.

The MINDFUL journey: The #ABiteWithPurpose journey began in January 2024 with a nationwide survey unveiling critical insights into Bulgarians’ eating habits. The findings were truly eye-opening: while 89% of Bulgarians value healthy eating and tend to consume home-cooked meals, many still lack the information needed to adopt more mindful and sustainable practices.

A follow-up survey in the summer of 2024 focused on children’s nutrition, suggesting troubling trends: half of Bulgarian kids had consumed energy drinks, and only 5% include vegetables in their daily breakfast. These statistics sparked an urgent need to prioritize children’s health and equip families with practical knowledge.

A PLATFORM with a future: Through a series of media initiatives, public events, and educational resources, #ABiteWithPurpose evolved into a comprehensive platform that not only informs but also delivers actionable solutions. It brings a bold statement: every bite counts—for our health, our families, and the planet.