PediaSure SNAP — School Nutrition Assessment Across 7 Cities
Executed Abbott's School Nutrition Assessment Program (SNAP) across 7+ cities with doctor-led education workshops, a 32-school cricket tournament reaching 17,600 children, a 28-person branded bike distribution fleet, and 600+ maternity home activations for Rashnil — a multi-format healthcare activation spanning schools, hospitals, malls, and retail.
The Challenge
What needed solving
Abbott Laboratories needed to establish PediaSure as the childhood nutrition supplement of choice, reaching mothers and children through trusted healthcare and educational channels. The program required professional medical teams (doctors for 45-minute workshops), school access in 7+ cities, a sports engagement component to reach children directly, and a parallel maternity home program for the Rashnil infant brand — all coordinated from 3 operational hubs.
Our Solution
How we delivered
INTERACT ran a multi-format activation from 3 hubs (Karachi, Lahore, Islamabad) with sub-city teams in Faisalabad, Gujranwala, Multan, Peshawar, and Bahawalpur. The SNAP program delivered doctor-led 45-minute nutrition workshops to 100 mothers per session in schools. The Kids Cricket Tournament spanned 32 schools with 256 direct participants and 17,600 children exposed. A 28-person branded bike fleet drove distribution across 6 cities. Rashnil 'My Baby & Me' reached 600-700 maternity homes with mall baby photo competitions. Prior to this, an 18-month Category Captain program for IBL Health/Mead Johnson deployed 8-10 female CCs at premium Karachi retail (Imtiaz, CSD Mall, EBCO, Naheed).
Impact
Results Delivered
7+
Cities Covered
32
Schools (Cricket)
17,600
Children Reached
28
Distribution Bikes
600-700
Maternity Homes
18 months
Prior CC Program
Highlights
Key Achievements
- SNAP: doctor-led nutrition workshops (100 mothers/session, 45 min) across 7+ cities
- 32-school PediaSure Kids Cricket Tournament — 17,600 children exposed, 256 direct participants
- 28-person branded bike fleet for 2-month distribution blitz across 6 cities
- Rashnil 'My Baby & Me': 600-700 maternity home activations + mall baby photo competitions
- Prior 18-month CC program for IBL Health/Mead Johnson: 8-10 female Category Captains at premium retail
- 50-60 outlet retail promotion across KHI/LHR/ISB
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