Chew Plants Not Plastic

Client: Nuud

For founder-led start-up Nuud Chewing Gum, we put a spotlight on a public health scandal that made Britain and the government question what it’s been unknowingly chewing on since 1899.

Through a combination of science-based strategy and politically charged creative, we raised awareness of a filthy secret that the industry’s been hiding for hundreds of years and descended on No. 10 to drive much needed change and take Big Gum to task. This is a story of how we helped a start-up with a mission shine a light on an impending health timebomb, earn the backing of 47 MPs, land broadcast for days, all while landing multiple new listings at the likes of Ocado and Co-op – giving the public a viable healthy alternative, and giving the government a mouthful of truth that’s left it gagging for reform. Clever strategy. Cultural cut-through. Powerful alliances. Real-world change. This was a campaign that shifted a whole category towards a healthier and more sustainable alternative, changed consumer perceptions and retailer priorities and drove a groundswell of politicians to outlaw plastic gum altogether.