Action on Sugar – Sugar Awareness Week
We have been working with our client Action on Sugar for their recent event – Sugar Awareness Week. The amount of sugar disguised in everyday food and food that would otherwise be considered healthy, is a topic that has been building momentum over the past few months. We helped them promote this through 4 creative routes highlighting the impact of sugar on the NHS.
The event took place at the House of Commons and included speeches from the director of Food and Sustainability at the British Retail Consortium and Professor Graham MacGregor, Chairman of Action on Sugar and some retailers. They all addressed the recent research and findings and expressed their ideas for implementing plans to minimise the level of sugar within food and drink.
This may lead many brands to not only rethink their ingredients list but also their branding and positioning. The sugar police are coming!