MeadowLea is encouraging mums to make the switch from butter and help plant seed gardens in children’s hospitals across Australia. MeadowLea is asking consumers to make the Plant Seed Promise and swap butter for MeadowLea on their daily toast and sandwiches.

The first garden will be at St George Hospital in New South Wales and will be officially opened by TV personality and mother-of-two Sophie Falkiner as well as dietician Karen Kingham in February.

Four more gardens will be built at Austin Hospital in Victoria, Queensland’s Wesley Hospital, South Australia’s Women and Children’s Hospital as well as the Princess Margaret Hospital in Western Australia if MeadowLea reaches 2,000 promises.

The campaign includes public relations, TVCs, digital activity by Bullseye, POS materials, magazine advertorials, WOM and experiential activities in shopping centres.

John Chatterton, marketing director Home Ingredients at Goodman Fielder, said: “The Plant Seed Promise is about educating mums to make a healthier choice when choosing the spread that they put on their family’s toast and sandwiches. It’s an exciting initiative that spans across multiple channels and includes a charity element, which will brighten up some of the biggest children’s hospitals in Australia.”

(this story appeared in B&T)