SMASH

Making healthier food better business

One in three children are overweight or have obesity by the time they leave primary school, and this becomes one in two by the time young adults reach 24. This is a crisis that won’t be fixed without radically changing the food environment.

We launched SMASH (Save Money And Stay Healthy), a free to download app designed to put healthier food within financial reach for over nine million young people aged 13-24.

Our job was to support SMASH at launch, driving brands to join the app and make healthier food as appealing as possible to their Gen Z audience.

We ran a Tik Tok influencer campaign and taking inspiration from young people themselves involved in Jamie Oliver’s Bite Back 2030.

We went to the root of the problem, working with partners like Impact on Urban Health (formerly Guy's & St Thomas' charity) and Bite Back 2030 to engage with the brands often seen as the ‘bad guys' of the food industry to show that healthier food can be better business, bringing them together to sign the SMASH Manifesto, Let’s Make Healthier Food Better Business.

The Manifesto was backed by over 40 businesses across industry - from major consumer goods company Unilever to high street chains such as Wahaca and Yo!Sushi. 

We developed a campaigning platform for SMASH and industry took note, with news pieces and opinion articles in The Grocer, City A.M. and The Sun.