Netherlands
Nutrition Centre

Many people in the Netherlands are open to eating more healthily and sustainably. But between knowing and doing is a large gap. Food choices are not purely rational; they are shaped by habit, convenience, taste, temptation, budget and time.

For the Netherlands Nutrition Centre, the communication challenge was clear: not another campaign explaining what is healthy but helping people make a better choice within their own eating habits.

The Netherlands Nutrition Centre is a well-known and trusted authority on healthy and sustainable eating. But authority can also create distance. Especially on a subject where people can quickly feel judged.

At the same time, people were no longer getting nutrition advice only from experts, but from diet gurus, fitgirls, food bloggers, influencers and hypes. Often packaged in a more personal, simple and appealing way.

The real question became: how can Voedingscentrum remain the trusted guide without sounding like the authority telling people what they should do?

The breakthrough was to make healthy and sustainable eating honest and small.

Not: change your entire diet. 
Not: get everything right. 
Not: become a different person. 
But: start with one achievable step within what you already eat or drink.

This shifted the Netherland Nutrion Centre’s role :
From: nutrition authority.
To: realistic ally.

The central idea became: 
Better eating starts with small steps.

Foodswap made that idea tangible. People did not have to abandon existing habits; they could improve them step by step: white bread to wholegrain, soft drinks to water, or meat to legumes.

The Foodswap grew into a distinctive campaign system. A system that could keep on showing how small a better choice can be.

The movement came by shifting healthy eating as the norm towards better choices as an achievable step.
From: this is how you should eat healthily and sustainably.
To: look at what you already do, then make one small swap.

In this way, some of the pressure was taken off healthier eating. No judgement about who you are or how well you are doing, but an invitation to try something small. At the same time, the Netherlands Nutrition Centre evolved its tone and reclaimed its distinctive role as an independent expert in food and nutrition information.

Truman developed, among others:

• True Story Canvas®
• creative platform The Foodswap
• manifesto
• campaign work for different eating occasions
• social content and online videos
• practical examples of swaps
• consumer activation materials