Food and Consumer Products of Canada, in partnership with Health Canada, has launched a campaign with the goal of helping consumers make sense of nutritional information labels on pre-packaged foods.
The campaign includes English and French versions of a television spot, as well as print and online executions. In the television commercial, numbers and percentages leap off a nutritional label and swirl in a confusing jumble around a woman’s head as she tries to process the information. A voiceover chimes in to explain that consumers can simply look at the “% Daily Value” section of the nutritional facts table to determine the amount of a given nutrient the product has.
The ad ends with a call for consumers to visit the program’s website.
The Toronto and Montreal offices of KBS+P Canada developed creative for the campaign.
“It’s really to help Canadians get a better understanding of how to use the nutrition facts table on the back of products, to encourage them to read it and understand it and make more informed food choices,” said Dan Pawych, chief creative officer for KBS+P Canada, of the initiative.
“The TV was really trying to encourage people to understand that there’s an easier way to read labels and to encourage them to go to the website, where there’s an in-depth description of how to use the (nutritional facts) chart.”
The campaign launched this week, two months after FCPC and Health Canada introduced new nutritional labeling guidelines.
