in the House of Lords
media readers reached
We invented our own product, müd, which had all the same health claims as Kellogg’s products… and they were all true. So while Kellogg’s hid their sugar content, we were hiding our muddy roots.
We branded, designed and printed packaging for the product and set up an instagram account for the brand inspired by up and coming health products. We reached 209k impressions on Instagram of people engaging and getting excited.
At this point, we’d got the attention of the public but the next step was making brands and government take note. So for the climax of the campaign, we organised a huge stunt that captured the attention of the press… showing up to Kellogg’s HQ with a year’s supply of dirt. It was a big giveaway.
We filmed the whole thing and edited video content, being super speedy with social to post our ‘reveal-reel’ across the müd and Bite Back 2030 channels the same day. The two videos created a buzz, receiving 150k views on Instagram.
The social and traditional media attention made misleading labelling a talking point in government. We’re hoping to see it become a priority for brands, too. See the idea being talked about in The House of Lords here.