To launch Canderel Sugarly – the new zero calorie sweetener that tastes, looks and feels like real sugar, our campaign was designed to surprise and delight influencers and consumers through a ‘revelation’ strategy.
We tied up with the Mindlab at Sussex University who compared brain activity after eating treats prepared with Canderel Sugarly to those made with regular sugar. The science proved that ‘sugar addicts’ can still enjoy all the positive experiences of eating a sweet treat, but without the calories of sugar.
We used TV presenter Anna Richardson and neuroscientist Dr David Lewis as the expert ambassadors behind our campaign, via direct-to-consumer experiential, radio and media interviews, as well as filming vox pops of the taste test for social media film content.
Our campaign was also supported with our Raspberry & Vanilla Cupcake tour of publishing houses to bring the #CanderelTasteTest to life amongst influential titles including Closer magazine, The Daily Express, Now, Reveal, Sunday Mirror and Eat In, and we’ve already secured a double page spread editorial in Woman magazine.