This Honey Is Made Out of Burgers, Ketchup and Instant Soup

Campaign by Czech Retailer Nas Grunt Highlights Sugar Consumption

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Bees can make honey out of just about anything that contains over 15% sugar. That was the starting premise for a campaign by Czech health food chain Nas Grunt, which took some processed foods -- burgers, ketchup, instant soup, cereal, salad dressing -- and recruited a bunch of busy bees to turn them into honey.

The results were actually produced as products that were sampled outside competitor stores. They also appeared in a print, OOH and digital campaign highlighting the hidden sugar in processed food. Sugar consumption is high in the Czech Republic, with 10% of the population suffering diabetes, so the campaign, by McCann Prague, sparked a national debate, according to the agency.

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About

Credits
Date
Jun 16, 2016
Agency:
McCann Prague
Client:
Nas Grunt
Creative Director:
Klara Palmer
Art Director:
Richard Axell
Art Director:
Gerrit John Gerischer
Chief Creative Director:
Lars Killi
Company:
EMEA
Creative Director:
Sanjiv Mistry
Creative Director:
Jamie Mietz
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