Travel firm TUI is aiming to tackle jet lag once and for all with a new, food-focused campaigned created in partnership with HelloFresh and nutritionist Elly Kaldenberg.
Developed by creative agency The Family Amsterdam, ‘Meals Against Jet Lag’ will look to help holidaymakers fight one of their biggest scourges through a tailored nutrition plan.
Inspired by insight from Chicago-based Northwestern University that jet lag can be effectively managed with bespoke nutritional advice, the campaign will give travellers a step-by-step guide by Kaldenberg on how to use HelloFresh meals to counter its effects.
“Recent research among TUI customers shows that as many as 40% of people who take holidays suffer from jet lag. No surprise there, really. But this has a big impact on something very precious: your holiday,” The Family Amsterdam creative director, Eduard van Bennekom said.
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“Therefore a large group of people don’t fully enjoy the start of their holiday. That’s why we developed with ‘Meals Against Jet Lag’. To help TUI provide a simple, yet innovative solution to jet lag.”
Centred around a 70-second spot, the creative will splice depictions of the discombobulating effects of jetlag on travellers with scientific insights and practical advice from Kaldenberg and HelloFresh meals.
“The plan mainly focuses on adjusting your eating schedule to help prepare your biological clock for a new time zone,” TUI direcot of marketing Belgium and Netherlands, Roosmarijn Quartier said.
“Our research shows that 57% of respondents are willing to adjust their diet to reduce the effects of jet lag, while 88% were unaware of the role that food can play in jet lag prevention.
“The timing of your meals is crucial for adjusting to a new time zone and reducing jet lag. With these insights, we developed a simple step-by-step guide for our travellers.”
