Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Willie Munchright comes to New Zealand screens

24 September, 2004

Willie Munchright comes to New Zealand screens

A small purple clay figure called Willie Munchright, along with his equally colourful friends, will debut on TV2 this Sunday – the start of a television series aimed at educating and entertaining young New Zealanders with nutrition and physical activity messages.

The series is an initiative developed under the auspices of the Health of our Nation / New Zealand Food Industry Accord. The recently-launched Accord was signed on behalf of more than 100 food retailers, manufacturers, advertisers, advertising agencies and media organisations in support of the Ministry of Health’s Healthy Eating / Healthy Action strategy, announced earlier this year.

Willie Munchright is a non-branded, television series provided at no cost by the industry with the aim of helping children better understand food, nutrition and physical activity. The series covers a number of topics including: everyday and sometimes foods, trying new foods, balanced diet, grains, vegetables, fruit, milk, proteins, sugar, fat, breakfast, snacking and being active.

The Willie Munchright initiative is a co-operative venture between Television New Zealand (TVNZ), McDonald’s Restaurants (New Zealand) Ltd and DDB Advertising.

TVNZ has provided free airtime for the year-long programme on TV2. Willie Munchright has been gifted by McDonald’s NZ from a series originally developed in the United States. DDB Advertising, working with the support of Digital Post and Voice Talent, has taken the original series and replaced the American accents with New Zealand voices, while all the scripts have been amended to reflect best-practice, New Zealand nutrition and physical activity messages.

Jeremy Irwin, Executive Director, Association of New Zealand Advertisers Inc, says Willie Munchright is a significant example of how industry partners can support the Accord. The programmes have been developed in consultation with the Ministry of Health and after feedback from other organisations, including the New Zealand Nutrition Foundation.

“This series is intended to provide nutrition information specifically designed to appeal to children. The campaign is only one of a number of Food Industry, Accord initiatives that are positive proof that we are serious about making our contribution to addressing obesity,” said Mr Irwin.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Mycoplasma Bovis: More Properties Positive

One of the latest infected properties is in the Hastings district, the other three are within a farming enterprise in Winton. The suspect property is near Ashburton. More>>


Manawatū Gorge Alternative: More Work Needed To Choose Route

“We are currently working closely and in partnership with local councils and other stakeholders to make the right long-term decision. It’s vital we have strong support on the new route as it will represent a very significant long-term investment and it will need to serve the region and the country for decades to come.” More>>


RBNZ: Super Fund Chief To Be New Reserve Bank Governor

Adrian Orr has been appointed as Reserve Bank Governor effective from 27 March 2018, Finance Minister Grant Robertson says. More>>


ScoopPro: Helping PR Professionals Get More Out Of Scoop has been a fixture of New Zealand’s news and Public Relations infrastructure for over 18 years. However, without the financial assistance of those using Scoop in a professional context in key sectors such as Public Relations and media, Scoop will not be able to continue this service... More>>

Insurance: 2017 Worst Year On Record For Weather-Related Losses

The Insurance Council of New Zealand (ICNZ) announced today that 2017 has been the most expensive year on record for weather-related losses, with a total insured-losses value of more than $242 million. More>>