Chew Plants Not Plastic

Client: Nuud

For founder-led start-up Nuud Chewing Gum, we didn’t just chew up Big Gum, we spat them out. In doing so, we made Britain and the government question what it’s been unknowingly sticking in its gob since 1899.

Through a combination of politically charged creative and science-based strategy, we turned chewing gum from a throwaway habit into a full-blown public health scandal. From unearthing a filthy secret that the industry’s been hiding for hundreds of years to descending on No. 10 with a creative campaign that hijacked a notorious political symbol to drive change, this is a story of how we helped a start-up with a mission earn the backing of 47 MPs and land broadcast for days, as well as securing multiple new listings at the likes of Ocado and Co-op – giving millions of consumers a viable healthy alternative – and giving the government a mouthful of truth that’s left it gagging for reform. Clever creative strategy. Cultural cut-through. Real-world change. This was a creative 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 push to outlaw plastic gum altogether.