This is a story about creating a truly transformative public health campaign, so engaging parents confessed to being obsessed with it, and so innovative it set new benchmarks for success.

The boldness of approach and idea described below was only possible due to the insight-led strategy making its existence undeniable.

Our challenge was to reduce the volume of sugar children are eating. Currently the average child in England eats x3 more sugar than recommended, with one third of children overweight when they leave primary school.

An enormous task made even harder by heavy media coverage about the dangers of sugar making parents feel they knew it all already.

The problem was this awareness wasn't changing behaviour. We needed a new approach.

Speaking to parents we uncovered shocking amounts of confusion about the volume of sugar in individual products. Parents knew sugar was bad but they didn't know where it was.