TUI’s anti jet lag service gives vacationers a taste of their destination - before they’ve even got on the plane

Fancy a holiday without the drag of jet lag? TUI's got your back (or should we say, your stomach)! They've teamed up with The Family Amsterdam to whip up 'Meals Against Jet Lag' – a nutrition plan that's like a backstage pass to your holiday vibe, thanks to the culinary wizards at HelloFresh and nutrition guru Elly Kaldenberg.

Let's face it, jet lag's the unwanted guest at the holiday party. It crashes your energy and messes with your sleep, right when you want to be out exploring. A recent survey of Dutch and Belgian TUI customers revealed that 40% of them felt jet lag put a serious dent in their holiday fun, especially at the get-go.

So, what's TUI's solution? Eat your way to your destination! Inspired by some brainy research from Northwestern University, TUI, along with Kaldenberg and HelloFresh, has created a menu that helps you sync your body clock with your holiday time zone before you even step on the plane. It's like setting your watch to 'vacation mode' but for your whole body.

Here’s the scoop: 'Meals Against Jet Lag' gives you a guide on how to shift your meal times like you're winding a clock, easing you into your holiday's time zone. And for a taste of what's to come, HelloFresh is rolling out meal boxes that'll transport your taste buds to Tokyo or Bangkok right from your kitchen. Imagine slurping on ramen or diving into Singapore noodles, all while still at home.

The campaign, crafted by The Family Amsterdam, kicks off with a film that shows the wacky world of jet lag, mixed with some sciencey bits from Kaldenberg, and, of course, those drool-worthy HelloFresh dishes prepping your palate for adventure.

Check out the campaign film below and get ready to eat your way to a jet lag-free holiday!

“Recent research among TUI customers shows that as many as 40% of people who take holidays suffer from jet lag. No surprise there, really. But this has a big impact on something very precious: your holiday. Therefore a large group of people don’t fully enjoy the start of their holiday. That’s why we developed with ‘Meals Against Jet Lag’. To help TUI provide a simple, yet innovative solution to jet lag." says Eduard van Bennekom, Creative Director of The Family Amsterdam.
"Even before your holiday begins, TUI strives to ensure the ultimate vacation experience. With ‘Meals Against Jet Lag,’ we provide a practical solution that reduces jet lag and ensures our travellers can fully enjoy their vacation from the very first moment," says Roosmarijn Quartier, Director Marketing & Distribution Support BeNe, TUI. "The plan mainly focuses on adjusting your eating schedule to help prepare your biological clock for a new time zone. Our research shows that 57% of respondents are willing to adjust their diet to reduce the effects of jet lag, while 88% were unaware of the role that food can play in jet lag prevention. The timing of your meals is crucial for adjusting to a new time zone and reducing jet lag. With these insights, we developed a simple step-by-step guide for our travellers."

“Light and food are the most important timekeepers or regulators for the biological clock, and your eating pattern can significantly reduce the effects of jet lag,” adds Elly Kaldenberg. “When you fly to a different time zone, local meal times may fall in what is still the middle of your biological night for your stomach and intestines, causing unpleasant jet lag. By gradually shifting your meal times and sleep-wake rhythm each day, you can help your body adjust ‘on route’ to your destination, thereby reducing jet lag symptoms. Travellers flying east should gradually start their sleep-wake rhythm earlier each day, while those flying west should shift their rhythm slightly later.”

Client: TUI (Roosmarijn Quartier, Ana Henriques, Shagha Mehrasa)
Concept & campaign: The Family Amsterdam
Production company: Ministry of Frames
Sound studio: Soundsright
Digital platform: 51North
PR: MBSY