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.

We shot the whole experiment and shared it online with a clear message for people - buy honest products form natural ingredients in Náš Grunt. Later on we introduced people to our weird honeys in reality and we also sent samples of the honeys as a direct mails to food bloggers and journalists.

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 %.

We sent the well known Czech food bloggers and journalists direct mail with samples of our weird honey to help us raise the topic of hidden sugar in processed food. We also introduced these honeys to people in front of big supermarkets where they usually buy the processed food containing processed sugar and suggested a solution - shopping in chains of bio grocery stores Náš Grunt.

Every Czech shops in supermarkets and consumes processed food on every day bases. That gives us almost a whole nation to talk to, that's why we chose different channels - online, print, OOH, sampling and DM.

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.