Kellogg's curates exhibits made of sugar plus...4 more novel campaigns that encourage a reduction in sugar consumption.

A sculpture of Tower Bridge, part of an exhibition of art made using 200kg of sugar and salt, is going on display in South Bank. Michelle Wibowo, from West Sussex, spent over 150 hours baking and building to create the piece which is part of an exhibition curated by cereal brand Kellogg’s.

The exhibition has been designed to showcase the company’s commitment and progress in reducing salt and sugar in its cereals and features artworks from Miss Wibowo and seven other artists from the world of fine art, sculpture and animation. Each was tasked with creating pieces using the medium of salt and sugar. The final exhibits use over 200kg of sugar and salt – the equivalent of two adult gorillas.

Below are five more novel and vastly different approaches to encouraging a reduction in sugar consumption:

Lil Sugar - Master Of Disguise | Hip Hop Public Health | Area 23 | 2022

To spread the word that sugar is often hidden, Area 23 invented Lil Cube, an animated sugar cube voiced by Run DMC’s Darryl McDaniels. The campaign fused hip-hop, gaming, and a range of colourful characters to tackle excessive sugar consumption among children.

The Dark Side Of Sugar | Action On Sugar | Serviceplan | 2021

It’s a little-known fact that someone dies from type 2 diabetes every eight seconds. Food manufacturers continue to add sugar into food where it isn’t expected. To help highlight this, Action On Sugar created a campaign designed to get this fact the attention it deserves. Sweet-sounding pop songs were covered by heavy metal band Risen from Shadows to show an unexpected side to these pop hits.

The Biggest Secret Diet | Dutch Diabetes Fund | TBWA\ | 2019

Sugar is known to be one of our biggest enemies. And it’s also one of the hardest to cut off. For leading Dutch supermarket Albert Heijn, the battle against sugar was real. Considering past campaigns to actively encourage Dutch families to reduce their sugar intake had failed, they set out to reduce the amount of sugar in their own-brand products without people noticing. Over two years they did just this, gradually reducing the amount. By working with the Dutch Diabetes Fund, they added credibility to their campaign and owned up to what they had been doing and why. Instead of asking for acceptance from their audience they hit them with hard facts - 320,000,000 million sugar cubes had been saved. A fact that even someone with the sweetest tooth couldn’t argue with.

Tummy Fish | Nestle | Memac Ogilvy | 2017

This interactive mobile app encouraged kids to swap sugary drinks for water. The app convinced them that they had a fish living in their tummy, which they needed to care for by drinking water every day. Using the mobile phone’s camera, Ogilvy was able to place the Tummyfish 'magically' in kids' bellies. This technique helped bridge the real world with the virtual one and maintain the illusion of Tummyfish’s existence. Drinking water kept their Tummyfish happy and healthy whilst sugary drinks made her sad and unresponsive. This approach shows how brands can use child-friendly tech to combine storytelling with behavioural rewards to prove that they're on the side of both kids and their carers.