Developed by Moringa, the campaign draws attention to ingredients that indicate whether or not a product is ultra-processed
The Consumer Protection Institute (Idec) wants to increase the population’s awareness about the consumption of ultra-processed products. In the new campaign created by the Moringa agency, Idec calls on consumers to read the fine print on food product labels and pay attention to ingredients such as colorings and flavorings.
The presence of these food additives indicates that the product is ultra-processed and its consumption may be harmful to health.
The objective of the campaign is to show that, in addition to the magnifying glass seal – which has become mandatory on products with a high content of sodium, added sugar and saturated fat – consumers also need to pay attention to the fine print on the ingredients list, where it is possible to identify whether or not that product is ultra-processed.
With the concept “Pay attention to the fine print”, the campaign is made up of digital pieces that guide consumers to identify ultra-processed food products.
In addition to humorous videos that follow social media trends such as “Truth or Dare” and “Talking Product”, broadcast on Meta and Tik Tok, the communication also includes broadcasts on websites, programmatic media, videos and games.
