As the sugar is hidden, we had to search help from someone, who can find sugar everywhere - a bee. We hired 150 000 of these experts to help us demonstrate the amounts of sugar in our food. We fed them different foods for several days. As bees can produce honey from anything containing 15% and more of sugar, we introduced the world the a very first Hamburger honey, Ketchup honey, Salad dressing honey, Cereal honey and Instant soup honey.

As we know about the presence of hidden sugar in processed food, we target the ones that are most commonly consumed in the Czech republic, we translated the amounts of sugar into percentage and that gave us an idea of the possibility of bees making honey from these foods. As each of the food contains more than 15 % of sugar, the bees really made the honey and pointed out the big amounts of sugar in the food. Samples of these honeys then became our Direct mails.

The campaign resulted in 3,87 mil. accumulated media reach, 300 000 organic social media reach, website traffic increased by 30 %, store visits increased by 10 %.

To fulfill one of the goals, to offer people healthier solution to their every day food, we sent direct mails with samples of our weird honeys to the food bloggers and journalists who created the initial buzz.

Every Czech shops in supermarkets and consumes processed food on every day bases. That gives us almost a whole nation to talk to, but as our campaign is about food, the best choice for target audience of our direct mails were food bloggers and journalists who have big fan bases of people who will be interested about our message.

Our call to action was clear: Sugar is hiding everywhere! Get your health under control and start paying attention to what you eat.

In the Czech republic, there is 840 000 people with diabetes. Every day, there are 150 new patience diagnosed with this disease. One of the main reasons is overconsumption of sugar.

The reason for such overconsumption is, that people don't know about all the sugar they, as most of it is hidden in all kinds of processed food. Based on the WHO research, our country fails in prevention.

So a national chain of bio groceries Náš Grunt decided to help - educate and offer a solution - honest products form natural ingredients without hidden sugar.