It’s worth eating better
Healthy food has a reputation for costing more. And when healthier choices are often perceived as the more expensive ones, eating better can start to feel less like an everyday option and more like a premium.
For the latest chapter of Albert’s “It’s worth eating better” brand platform, we wanted to challenge that assumption. Albert’s ambition is not only to offer a wide range of healthier food, but to make it accessible at normal, everyday prices — so eating better can be a natural part of the everyday shop.
Our creative approach builds on a format already established in Albert’s communication: asking questions about food. Because sometimes the simplest questions reveal things that don’t quite add up. This time, we made those questions more personal, bringing them into the reality of everyday family life and the choices people make when shopping.
Like a simple one: why should healthier food automatically cost more?
Rather than lecture people about better eating, the campaign answers with a healthy dose of common sense. By putting Albert’s wide range of healthier food and everyday prices into the same conversation, we show that choosing better doesn’t have to mean paying a premium.
The idea comes to life in the main campaign film, alongside a dedicated Healthy Catalogue spot highlighting a broad selection of healthier food at favourable prices.
