Dawn French, British comedian and actress, is providing the voice overs for a £2m series of 10 second TV ads introducing ‘front-of-pack labeling’ for fat, sugar and salt in food. The four ads released so far, January 17, January 29, February 5, March 5, feature animated stick-figures interacting with the colours red, amber and green in the word, “Food”.
Britain’s Food Standards Agency (FSA) worked with advertising agency United London to create the quirky animations to reflect the straightforward and easy-to-use nature of traffic light labelling. A red light means the product is high in fat/saturated fat/sugar/salt. An amber light means medium and a green light means low.
Click on the image below to play the video in YouTube
The FSA’s traffic light system is being used by firms including Sainsbury’s, Waitrose, the Co-Op, Marks and Spencer and Asda. Other firms, however, have joined together to launch an advertising campaign for their alternative food labelling system. Food manufacturers such as Kellogg’s, Kraft, Nestle and PepsiCo and retailers Tesco and Morrisons joined together and launched a £4m campaign last week to promote GDA (guideline daily amount) labels, which they claim will help people ‘make better-informed decisions about the food they eat’. The GDA system tells consumers the percentage of the adult male Guideline Daily Amount of the four key nutrients that each product contains.
See Andrew Wadge’s January 4 post (and comments) on the Traffic Lights labels at FSA’s Science Blog.