Campaign: The Sugar Accumulator

WPP company(s):
Public Health England


The average Briton consumes 175 sugar cubes a week. In partnership with associate company, mySupermarket, MEC UK built the world’s first Sugar Accumulator, a traffic light system to measure the overall volume of sugar in a shopper’s online basket.

Results & Awards:

  • Over 1.2m shoppers engaged with the Sugar Accumulator
  • 18% uplift in sales of lower-sugar drinks and breakfast categories
  • 100% uplift in sales of lower-sugar puddings
  • Campaign Media Awards 2015: 1 Gold
  • The Drum DADI Awards 2015: 1 Gold
  • Direct Marketing Awards 2015: 1 Silver, 1 Bronze