Independent creative agency Cocogun has collaborated with sound house Smith & Western on a new Diabetes Australia campaign warning people about the link between ultra-processed foods and the nation’s fastest-growing chronic condition.
The campaign is based on two key insights. The human body simply isn’t designed to deal with the ultra-processed foods which now dominate supermarket shelves, and regular consumption of these foods could increase the risk of developing type 2 diabetes by 53 per cent.
And healthy-looking packaging often hides the truth about food additives that can also raise your risk. In addition to type 2 diabetes, eating foods high in unhealthy fats, and added salt and sugar – such as popular ultra-processed food items – may increase the risk of developing other chronic conditions such as cardiovascular disease and cancers.
The Diabetes Australia campaign positions foods like frozen pizza, sugary cereal, granola bar, and flavoured yoghurt as characters who each trace their journey from origin to table, revealing the artificial enhancements, industrial processes and marketing tactics that transform our food and influence us along the way.
The food process stories are told in the style of Bluegrass hoedown songs – the campaign was created with an original music composition created by Smith & Western, with real musical instruments, and the real human vocal talents of Brydon Stace. Stace voiced all the characters, from a Willie Nelson-esque country singing cereal to an Italian American pizza.
“A startling proportion of the food consumed weekly as part of the average Australian’s diet is ultra-processed food. And who can blame us? The convenience and low price point make it compelling, especially for people trying to make ends meet. But the long term cost could be much greater than people can realise; in part because tricksy marketing makes unhealthy food appear to be healthy. We understand eating nutrient dense whole foods isn’t always possible. But when you can – it’s a must for long-term health,” said Diabetes Australia CMO Alex Ball.
“Bringing the food items to life to sing their life stories makes this campaign – and the important message it’s based around – engaging, entertaining, catchy, and memorable. After all, what’s not to like about a fun, yet pointed and slightly meta takedown of the dark arts of marketing by an anthropomorphised packet of self-aware veggie chips?” Added Cocogun creative partner Ant Melder.
“Music gave us a unique way to deliver a confronting message without feeling preachy. By turning these ultra-processed foods into charming, self-aware characters, we could draw people in with humour and personality before revealing the darker truth behind what’s really inside the packet. It was also refreshing to see such a creative approach to radio, using storytelling, performance and original music to create something genuinely entertaining and memorable,” concluded Smith & Western co-founder/creative strategist Nick West.
The campaign is live now nationwide, across the Southern Cross Austereo network radio stations including LiSTNR, Hit, and Triple M.
Credits:
Diabetes Australia:
Alex Ball, Chief Marketing Officer
Orli Winton, Integrated Marketing Manager
Professor Grant Brinkworth, Director of Research
Cocogun:
Caitlin O’Connor, Senior Business Director
Chiquita King, Co-founder & Managing Director
Ant Melder, Co-founder & Creative Partner
Brendan Morrow, Copywriter
Smith & Western:
Nick West, Co-Founder/Creative Strategist
Dan Higson, Co-Founder/Executive Producer
Brydon Stace, voice actor
