Audience
This campaign aimed to help all New Zealanders understand what health stars mean and how to use them when making purchasing decisions about packaged foods.
However, beyond the general population, the campaign aimed to increase awareness, understanding and use of the HSR with several priority population groups. This included reaching grocery shoppers in households with at least one child under the age of 14-years-old. There was a particular emphasis on low income families, and Māori and Pacific families.
