www.SugarProducer.com 21
from," "I am familiar with how sugar is made," and "I confidently
believe that a balanced diet includes sugar." Additionally, more
people disagree with the statement "I feel guilty when I consume
sugar" after seeing our messages.
REAL SUGAR IS MINIMALLY PROCESSED
With the simple message that sugar is "rooted in nature, not a
lab," we also highlighted sugar's minimal processing even though
answering the question of how sugar is processed was not the
campaign's primary focus. Looking at the online conversations in
our target markets throughout the campaign, we saw an uptick
in mentions of "real," "natural" and "better" and a decrease in
mentions of "processed," demonstrating a greater affinity for and
acceptance of sugar's origin story.
Traffic to www.sugar.org increased by an impressive 150
percent during the first two months of the campaign. By
early summer, the campaign had led over 230,000 visitors
to our website to learn more. This success led us to launch
the campaign's second phase, which expanded the campaign
to videos showing on over-the-top television channels like
Amazon Prime and Hulu and devices like Roku, Apple TV
and many smart TVs. This fall we will launch the third phase,
which will include fresh, new graphics, and continue to
increase the reach of our audience.
Consumers want to learn more about how real sugar gets from
farm to table, the people who bring us real sugar and how the
ingredient is refined and processed, and we are happy to be the
ones to teach them. n
The term "Real
Sugar" really
resonates with
consumers—
"Real" means
something.
