Nutrition Facts campaign begins
Food & Consumer Products of Canada and Health Canada have launched a new campaign intended to educate consumers about the Nutrition Facts table. The campaign demonstrates how consumers can use the percent daily value section of the table to choose nutrients they want more of or avoid nutrients they want less of. The English and French creative includes television, magazine, newspaper and online advertising, developed by Kirshenbaum Bond Senecal & Partners Canada. "The creative challenge we faced was to simplify a very complex message into a 30-second spot," said Dan Pawych, the agency's chief creative officer. "An interesting animated technique showing various elements floating from the back of packages reinforced the challenges consumers experience when shopping for food products." The effort also includes packaging materials created by OnBrand Design.