Abel & Cole has launched an ‘Unprocess your food’ road trip to mark the HFSS legislation that came into effect this week.
The online grocer has launched pop-up activations including the road trip, on which it will be pulling up to some of the “best-known HFSS giants” including Krispy Kreme Doughnuts and McDonald’s.
The average diet in the UK is over 57% ultra-processed, with the figure higher for children, according to government figures.
The brand said it was “perfectly placed” to help shoppers cut down on ultra-processed food and chemicals in their diets with its offerings of fresh organic fruit, vegetables and more.
“The new HFSS legislation marks a significant change in how HFSS brands can promote their products,” said Abel & Cole head of marketing Georgina Holland. “It’s the perfect moment to take our message to the front door of London’s HFSS giants and celebrate the power of deliciously fresh, unprocessed food, grown as nature intended.
“We want to help as many people as possible experience the difference it can make – to their health, their families, and our planet.”
The campaign will run across OOH sites and radio in London and Meridian regions and be supported across digital and online for eight weeks from 27 August.
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