Integrated agency Icon, developed a sugar awareness campaign ‘Less sweet, More heart’ for the world’s number one nutrition and food tracking app, MyFitnessPal. Kicking off Heart Health Month on the 1st of February, the campaign was launched with a giant sugar heart sculpture in Sydney’s iconic Mrs Macquarie’s Chair.
As a global brand that has achieved success across Europe and America, MyFitnessPal is now on a mission to support Australians to manage their health goals on their own terms.
Key to positive health and wellbeing, MyFitnessPal wanted to encourage Aussies to understand what they’re eating. So Icon was tasked with raising awareness of excessive sugar consumption and the potential damage it can cause to weight gain, blood pressure and ultimately our heart health.
Icon’s approach was anchored in behaviour change strategy and the creation of highly engaging content that would capture attention. A key component of the campaign was building a visually impactful giant sugar heart sculpture (in collaboration with Gambit Collective) to showcase the 10,950 cubes of sugar Aussies consume each year - 2.5 times the daily recommended amount.
Supported by the Heart Research Institute, the campaign also included advice from ambassadors, dietician Susie Burrell and author and fitness coach Luke Hines along with sugar swap recipes from MyFitnessPal. The launch was amplified with new research on Aussies' sugar consumption habits, a quiz for users to test their sugar smarts, and an exclusive dinner event with media.
The campaign achieved mass brand awareness for MyFitnessPal, landing national earned media coverage across online, print and broadcast.
Iterations of the ‘Less sweet, More heart’ activation were also launched in London, Miami and Toronto.