Products not approved as pharmaceuticals and with no proof of healing ability can only be presented as food supplements and communication of such products must contain specific legal lines.

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.

We posted our experiment online first and then introduced people to weird honeys by sampling in front of big supermarkets, where people buy the processed food, and by sending DM to food bloggers and journalists. At the same time we launched the print and OOH.

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

We used various kinds of channels to reach different parts of the target audience with our message: online/social media, print, OOH, sampling and DM.

Every Czech shops in supermarkets and consumes processed food on every day bases. Average person eats 94,5 g of sugar a day, that is 34,5 kg a year. 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.