Campaign

Health Star Ratings

The Health Star Rating is a trans-Tasman system to provide a quick and easy way to choose healthier packaged foods.

The Ministry of Health commissioned HPA to work with the Ministry for Primary Industries to develop, implement and monitor the Health Star Ratings (HSR) marketing and education campaign.

HSR help consumers to quickly and easily choose healthier packaged foods. HSR uses a star rating scale of half a star to five stars – foods with more stars are healthier than similar foods with fewer stars.

Find out more about HSR

Key messages

The more stars, the healthier the food.
The stars come from independent food experts.
Stars give an indication of how healthy the ingredients of the food are.
Healthier is easy when you look for health stars.

Campaign channels

Audience

This campaign aimed to help all New Zealanders understand what health stars mean and how to use them when making purchasing decisions about packaged foods.

However, beyond the general population, the campaign aimed to increase awareness, understanding and use of the HSR with several priority population groups. This included reaching grocery shoppers in households with at least one child under the age of 14-years-old. There was a particular emphasis on low income families, and Māori and Pacific families.