Bonduelle launches ‘Picky Eaters’ campaign to promote vegetable-based diets

Bonduelle has launched its autumn marketing campaign, titled ‘Picky Eaters’, as part of its broader ‘Let the Good Win’ initiative. The campaign aims to promote a more vegetable-based diet by addressing the common challenge of children being selective eaters during family meals.

The campaign features a video advertisement running through October in Germany and Austria, showcasing a father serving lentil-based spaghetti to his daughter. To support the digital rollout, which expects millions of impressions across YouTube and Meta, Bonduelle is collaborating with influencers such as Joi Bella to share recipe ideas and product usage.

In addition to digital efforts, the company is implementing large-scale displays and secondary placements in retail locations using its new brand design. These in-store activities are being supplemented by retailer-specific promotions and contests.