Case Study: Bite Back boosts youth activism and audience growth with Wolff Olins brand strategy

Bite Back boosts social engagement 250% with Wolff Olins

Bite Back, a youth activist movement, faced the challenge of combating a complex and unfair food system dominated by corporate giants. They needed a powerful new narrative and identity to cut through the noise of junk food marketing and shift blame away from families. To achieve this, they partnered with brand consultancy Wolff Olins for a comprehensive solution including brand strategy, verbal identity, and visual identity.

Wolff Olins developed a "brandalism" strategy for Bite Back, subverting the very tactics used by junk food marketers. The solution included a junk food-inspired color palette, nauseating typography, and a bold voice with lines like "Fork the System." This new brand identity became a tool for youth protest. The results were significant, with a 250% increase in social media engagement and a 254% uplift in net audience growth. Most importantly, the movement engaged 14,000 new youth activists and successfully secured a £3.5M investment for its future.

Bite Back