It takes a hero to be the bad guy safefood


Parents occupy duel roles – sometimes they’re the heroes their kids look up to, other times they’re the bad guys who have to say ‘no’.

Unfortunately, when it comes to treats, it can be tough for parents to say no. This campaign aims to make parents see that not always giving in to their kids’ sugar demands doesn’t make them bad parents. That being the hero in the long run for the good of their kids’ health means being the bad guy that says no to treats today. We want to give them permission to be this hero, by empowering them to be the bad guy.

We engaged with parents at every stage of campaign development: information gathering, co-creation sessions, creative testing etc. This ensured our message was recognisable to all Irish parents and directly reflected the daily challenges they face in managing and reducing the treats their kids eat.

BUILD: 41d2ab5 |