Danone and Bijl PR Put Malnutrition on the Menu

Malnutrition occurs when the body does not receive enough, or the right balance of nutrients to meet its needs. This can negatively affect a person’s health, daily functioning and overall quality of life.

In the Netherlands, malnutrition is caused by very different factors than in regions affected by famine. It can result from illness, loneliness, grief, reduced appetite or mental health issues. The consequences are significant: malnutrition weakens the body, reduces physical resilience, slows recovery from illness or medical treatment, and can lead to longer hospital stays. In the most severe cases, it may even contribute to premature death**.

As a manufacturer of specialised medical nutrition***, Nutricia sees first-hand the impact malnutrition can have on patients’ wellbeing. In many cases, malnutrition is preventable. That is why Nutricia wanted to raise awareness for the issue.

The brief for Bijl PR was clear: develop a campaign that would increase public awareness of malnutrition and its consequences, helping people recognise the signs earlier and respond more effectively.

1. Research as the foundation

Working with research agency Markteffect, we investigated what the Dutch public knows about malnutrition. The findings revealed a major awareness gap.

• 85% of Dutch people (almost) never worry about becoming malnourished.
• Among people aged 55 and over, this percentage is even higher.
• Three in four Dutch people do not fully understand what malnutrition is.

2. Creating Malnutrition on the Menu

We developed the national Malnutrition on the Menu campaign to put malnutrition firmly on the public agenda. We created a comprehensive communications strategy and implementation plan, tailoring our approach to four key audiences: adults, young people, people aged 55+, and informal carers. Each audience received targeted messaging designed to encourage action.

3. Developing the campaign identity

We created a clear and recognisable campaign identity that explained the issue in accessible language, supported by a wide range of campaign materials across multiple channels.

4. Generating media attention

We proactively engaged national, regional and trade media ahead of the campaign launch and continued outreach during key awareness moments, including the Dutch Week Against Malnutrition.

To ensure the campaign struck the right tone and delivered credible messaging, we collaborated closely with dietitians and people with lived experience. We also involved a broad range of stakeholders working in the field of malnutrition both before and throughout the campaign.

A clear campaign narrative formed the foundation of all communications, outlining the situation in the Netherlands and Nutricia’s call to action.

We also developed the website ondervoedingophetmenu.nl, bringing together campaign messaging, educational content and practical information on one accessible platform.

To literally put malnutrition “on the menu”, we launched the campaign with a large-scale public activation in The Hague featuring a giant restaurant menu. Around a beautifully set dining table, dietitians and people with lived experience engaged in conversations with members of the public about the reality of malnutrition in the Netherlands, bringing the issue quite literally “to the table”. A large interactive floor installation guided passers-by through a simple step-by-step assessment to help them understand whether they might be at risk of malnutrition.

This event marked the official launch of the wider campaign, which combined targeted media relations with outdoor advertising, posters in GP surgeries, care homes and community centres, and an influencer campaign featuring Thijmen Schoorl, BroederJoep and Iamtheknees with Oma Miep. A branded podcast collaboration with Chantal & Tina further extended the campaign’s reach.

• Reached at least one million people through coverage in national, regional and healthcare media, including AD, Nationale Zorggids, Omroep MAX and Den Haag FM.
• The influencer campaign featuring Thijmen Schoorl, BroederJoep and Denise Knees with Oma Miep, combined with a sponsored segment in the Chantal & Tina podcast, generated more than 500,000 impressions.
• Hundreds of campaign posters were distributed to GP surgeries, sheltered housing for older adults, residential care homes and community centres across the Netherlands.

We are proud of what the campaign has achieved and look forward to building on its success. Early 2026 a stakeholder session was organised to continue driving awareness and collaboration.

Carina: “Like many people in the Netherlands, I had no idea that malnutrition was such a widespread issue. It’s fantastic that Nutricia is bringing attention to it with such a clear message: this is something we both can and should tackle by looking out for one another and recognising the warning signs. We’re proud to have played a part in making that happen.”

Estelle: “This campaign involved an enormous range of online and offline activities. At times it was challenging, but above all it was incredibly rewarding to work on together. Everyone involved put in a tremendous amount of effort, and we’re extremely proud of the final result.”

*Based on independent quantitative research among 1,015 Dutch respondents, conducted by Markteffect in July 2025.

** Kruizenga H., Beijer S., Huisman-de Waal G., Jonkers-Schuitema C., Klos M., Remijnse-Meester W. Guideline on Malnutrition: Recognition, Diagnosis and Treatment of Malnutrition in Adults. Steering Committee on Malnutrition, 2019.

***Medical nutrition should only be prescribed by a physician or dietitian and must always be used under medical supervision.