In retail shelves the products, that are useful for the health, often are not properly valued, they are moved to niche shelves and become the marginal part of food produt basket. RIMI tries to fix the situation and has decided to make more quality, healthier food alternatives make more popular, turn them into a purchase of daily shoping by educating and informing the customers that their nutrition may be healthier simply choosing the right products for daily meals. The long term strategic campaign "Rinkis sveikiau" ("Choose healthier") was launched with the TVC "Sportive food products".

Creative insight: when you eat healthier everyday, the healthy food may replace all other parts of healthy lifestyle, such like sports. Healthy products may do some sports instead of you. Thanks to their nutritional properties they act like honored sportsmen, performing difficult sportive tricks. That's where our TVC idea came from. This is a commercial about sportive food products, that are finally properly valued like the real sport stars.

25 s TVC, promoting healthier selection of daily nutrition products and launching RIMI private label "Choose healthier". Products with this sign are labeled in all RIMI network.

Successfully implemented idea of TVC campaign; the video was popular, evaluated by viewers and advertising blogs. The campaign "Choose healthier", launched with TVC, developed into special website http://rinkissveikiau.rimi.lt. Food shelves at RIMI stores were reorganized according to label "Choose healthier". Thanks to the idea the client owned very perspective strategic constantly growing teritory of healthier, more quality food.