The Nutrition Reform Project – Bento Box 2.0 (The Missing Verse) was created to address a hidden issue in Japan: nutritional imbalance despite food abundance, with 1 in 3 adults lacking balanced nutrition. Instead of urging people to overhaul their diets, Zespri focused on a simple behavioural shift—improving existing habits rather than replacing them. By reimagining Japan’s everyday bento box as a platform for achievable nutrition improvement, the initiative showed how adding one kiwi could significantly improve meal balance.

The campaign creatively reinterpreted the iconic childhood song Obento-bako no Uta, introducing a “Missing Verse” that encouraged modern, achievable nutrition. Supported by schools, nutrition experts, influencers, and retail partners, the movement drove real-world participation. The initiative delivered measurable business growth, widespread engagement, and major recognition, including the Grand Prix at Spikes Asia 2026 for Creative Strategy, demonstrating how cultural creativity can drive societal behaviour change.