- Partner: Bite Back 2030
- Cause: Health
- Advocacy & Influence
- Brand & Content
Bite Back 2030 is youth-led charity campaigning for a healthier generation. We worked with their Youth Board – a team of passionate teenage activists – on a stunt to get their “Don’t Hide What’s Inside” campaign noticed by big players in business and government.
Our creative ideas turned health claims on food labels into a talking point for the public, press and policy makers. Media stories about the issue reached over 80 million readers, and the House of Lords.
Read on to find out how we made labels cool and called out Kellogg’s.
The challenge
Big brands are profiting off misleading health claims. By putting health buzzwords like ‘high fibre’ ‘natural’ and ‘full of vitamins’, (and not mentioning the huge amount of sugar in one bite) brands lead the public to buy food that they think is much more balanced than it actually is.
The challenge
We created our own “healthy” snack bar using the big brands’ own tactics, highlighting how easy it is to mislead the public. Then we launched it with a crazy stunt that picked up press and was shared with targeted social media to make government take note.
We set up an Instagram account for the brand inspired by health products. Complete with lifestyle photoshoots and faked out-of-home ads – including a branded bus! Everything was a lie, but we reached 209k impressions on Instagram from people engaging with our posts and getting excited for our product. Our ‘live’ market research fooled people too, with one person claiming “I would definitely buy this if I saw it in the shop.” Success!
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