Overview #
This case study explores family eating habits in Tunisia, focusing on children’s diets and family mealtimes. The programme used a 16-episode television series to encourage healthier eating and reduce food waste by re-popularising family meals.
Abstract #
Overweight and obesity are rising among children in Tunisia, with adolescent obesity increasing by 70% over the past decade (Global Nutrition Report, Tunisia). Food holds a central place in Tunisian culture, but modern lifestyles have encouraged unhealthy snacking, street food, and skipped family meals, particularly among children.
Research identified two main drivers of these habits: children’s attraction to modern lifestyles, and reduced parental oversight of children’s eating patterns. The decline of family dinners emerged as a key factor, with children increasingly snacking alone in front of screens.
The programme used a literature review, expert interviews, focus groups, dyadic interviews, and semiotic research to shape its approach. This led to a 16-episode television series, made for under $400,000, with food as its central theme.
The series aired in three prime-time slots on two national channels. It was supported by social media and school activities, on a media budget under $15,000. It reached 41% of Tunisian mothers: 16% through television and 33.5% through social media.
A quantitative study among 1,802 mothers found that regular viewers of the series reduced bread consumption by 22%. Among the families studied, 33% reported having dinner together more often, and 11% reported eating vegetables and preparing children’s snacks at home.
A four-week panel of 52 families showed similar changes, including reduced consumption of fried food, sweets, bread, and soda. It also found an increase in fruit and vegetable consumption, homemade meals, family meal planning, portion control, and shared meals.
A second survey is planned to build on these early findings.
Access #
Lea Bertrand (lea.bertrand@ogilvy.com), Ogilvy Consulting Paris
Case Study presentation (Youtube)
Location #
Tunisia
Key words #
Nutrition, Family meals, Television, Children, WSMC conference 2025
