Walmart cooks up healthy eating

The culinary adventure is based on the Netflix children’s cooking series “Waffles + Mochi” from Higher Ground Productions, the company started by former President Barack Obama and First Lady Michelle Obama, per an announcement emailed to Marketing Dive.

Fun way education

The Hidden World of Waffles + Mochi microsite asks families to pick one of 10 ingredients to see 20 different interactive videos that explain how to make a healthy dish and to earn digital badges as a reward. The website also has mini games to underscore the message that nutritious food can be fun, per its announcement.

Walmart developed the interactive experience with the Partnership for a Healthier America (PHA), the nonprofit that works with the private sector on programs to end childhood obesity. Each time visitors earn digital badges on the microsite, Walmart will donate to PHA’s Pass the Love campaign that provides meal kits to families in need. Michelle Obama, PHA Honorary Chair believes that supporting parents in building healthy habits  isn’t just a job for nonprofits or governments – the private sector has a critical role to play as well.

Healthy donation

Walmart, meal-kit service Blue Apron and Procter & Gamble’s Bounty brand of paper towels are the inaugural partners in PHA’s Pass the Love campaign, with the goal of providing 1 million meals to families. The retailer has pledged to donate $1 million to the campaign by May 31. Walmart shoppers also can round up their purchases to the nearest dollar to make additional donations to the campaign, per the announcement. Next month, PHA and its partners plan to distribute more than 400,000 meal kits with recipes and ingredients inspired by Waffles + Mochi to families in Atlanta and Cleveland, followed by more cities that will be announced.