Lithuanian retail chain IKI wanted to create a long-term tradition related to healthy food. Healthy eating habits are formed at an early age. We hit upon idea - how about building greenhouses in the country’s kindergartens? So by growing their own vegetables, kids from early age would also grow to know and appreciate healthy food. The challenge was to convince mums and dads, and also the kindergartens themselves, that these greenhouses were really needed. To make them appreciate the initiative and actively take the part in it.

Show the clear evidence that today children are strangers with vegetables. And then offer a effective solution – greenhouses for kindergartens.

Real Lithuanian children were invited to play a social experiment, which revealed that children today know very little about vegetables.

Two-thirds of all the kindergartens in Lithuania took part in the competition to win the greenhouses. It also helped to add a new association to the IKI brand that it is a company that cares about the nutrition and health of Lithuania’s children. As well as set up the new tradition of greenhouses in country’s kindergartens.