Exposing the hidden sugar in food

That Sugar

Our strategy to launch a new low-sugar awareness month combined an interactive event in Federation Square with a social campaign to equip people with the information and tools to become sugar-aware and rethink the amount of added sugar in their diet.

Following the historic success of the That Sugar Film by director and actor Damon Gamau, Fenton was asked to develop a strategy by That Sugar for the launch of a low-sugar awareness month to highlight the hidden sugars in everyday foods we regard as healthy.

The new awareness month, crowned 6 spoons in June, was grounded in encouraging advice that would help people reconsider their shopping and recipe choices. Using the latest World Health Organisation recommendation of six or less teaspoons of sugar a day as a starting point, we set out to popularise 1 spoon = 4 grams as a key to calculating and visualising how much added sugar we eat every day.

Fenton developed the concept for the launch event, The Great Sugar Showdown, which featured sports stars taking potshots at giant cardboard bollards of sugar-laden foods, followed by cooking demonstrations to tempt passers-by. Nutritionists and campaign ambassadors were on hand to advise and answer questions.

We created content to appeal to That Sugar’s sizable online community to help spread the word and maintain momentum with a four-step structure for identifying and swapping out the added sugar in our diets.

The Great Sugar Showdown attracted strong television and print media interest and interviews were staged with Damon and campaign ambassadors.

We achieved coverage on breakfast television and metropolitan print and radio, reaching an estimated 1.5 million people through traditional media.

Online, influential campaign supporters helped get the campaign message to new audiences through their large social networks.

Engagement on That Sugar’s social platforms steadily increased over the campaign period and conversations helped direct people to the campaign website where they could access free resources and buy publications.