How Bill made breaking up with sugar fun for everyone

It’s time to break up with your toxic relationship with sugar; it’s kept you sweet long enough. With You Deserve More, More Nutrition enters Dutch retail as the tasty, low-sugar alternative to snacks and drinks that love-bomb you and then let you crash.

The campaign plays with today’s dating culture: red flags, guilty pleasures, and irresistible temptations – in love, and in what we eat. And in a world full of cravings, there’s finally a temptation you don’t have to feel guilty about: More Nutrition.

For this campaign, we teamed up with the always-entertaining Nienke Plas to bring in humor and self-irony. The campaign will be rolled out across OOH, TV billboarding, Jumbo in-store, online display, and social video.