Case Study: Bite Back 2030 achieves 80M+ media reach with Shape History’s "Don’t Hide What’s Inside" stunt

Bite Back 2030 reaches 80 million readers with Shape History

The customer, Bite Back 2030, is a youth-led charity campaigning for a healthier generation. Their challenge was that big food brands were profiting from misleading health claims on packaging, which obscured high sugar content. The vendor, Shape History, was enlisted to help create a campaign to expose this issue to the public, press, and policymakers.

Shape History developed a creative stunt by launching a fake "healthy" snack bar named müd, using packaging with health claims lifted directly from Kellogg's products. The campaign included a fake Instagram brand and outdoor ads, which successfully fooled consumers and generated significant attention. The results were over 80 million media readers reached, the campaign being raised in the House of Lords, and over 200,000 Instagram impressions.

Bite Back 2030