Finalist
The Nutrition World Championship: Compete. Learn. Win.
Summary of work
Infant and baby nutrition is a hugely competitive market and Mead Johnson Nutrition (MJN) are constantly seeking HCPs to recommend their brands to mothers,. With HCPs influenced by the latest nutrition science, it is essential the medical sales force (MSF) at MJN be best in class at differentiating their products. To meet this need, MJN launched a bold initiative, testing core nutritional science across geographical boundaries –while motivating and engaging the MSF to compete, learn and win by participating in a first-of-its-kind challenge: the Nutrition World Championship. Inspired by the Olympics, we developed a multi-event sports championship including Cyclocross, Canoe Slalom and Marathon. Countries and individuals were pitted against each other, with questions propelling them around the course depending on the speed and accuracy of their answers. The Nutrition World Championship delivered beyond expectation, with active participation from 17 countries and 703 participants, averaging a whopping 92% weekly participation. It also created a firm benchmark from which to track progress, with key areas for improvement and follow up training identified. This innovative approach marked a new chapter for MJN’s learning strategy – the Championship proved so successful it’s now confirmed to run again in 2026 and 2027. Let the games begin!
Judges’ comments
“The Nutrition World Championship” was a very effective creative idea, which was extremely well executed. It outlined a highly creative, engaging and ultimately impactful initiative. Their teams involved should be congratulated on this great work.
