Then include a reward in its list of ingredients to promote its reading and transparency in the industry as part of the campaign “A truck in the small print”, of the Revuelta agency, Yosoy has launched a new action. This time he has been rabajada in-house by the brand’s marketing team and with it wants to demand larger letters in the labeled of food. To draw attention to it, it has resorted to one of the most iconic monumental letters in Spain.
The vegetable drink brand has installed a giant “e-“ In front of the well-known corporeal letters of Valencia, located in the City of Arts and Sciences, as part of its “monumental labels” campaign, on behalf of all those e-XXX that indicate the presence of additives and, in general, unnecessary ingredients that appear hidden in food labels after an illegible size.
“This intervention is not just a brand action”says Merche Vaivén, creative director at Yosoy. “It is a call to the food industry to make more readable and clear the labeling of everything we eat.”
From the brand they are based on active listening to now give you voice “To a claim that has been making years: the increase in the size of the typography in the labeling, which today has to read with magnifying glass.”
According to data from “What do you get in your body?”a study carried out by the brand, 9 out of 10 consumers do not know what they eat because the labels are tiny and unclear. In addition, only 4% know what those e-XXX mean and, if they could, 97% would avoid them.
In the case of Yosoy, since last May all the Bricks of the brand have multiplied X10 the size of their ingredients. Taking into account the legal minimum of 1.2mm in which the vast majority of industry brands are located, Yosoy has opted for 9.3mm.
From Yosoy’s analysis it also follows that 70% consider that current labels are confusing or difficult to read. While 24% declare not to be sure to understand what ingredients they contain the products they consume.
With this action, one of the objectives that the company’s team has marked is to put at the service of all the municipalities of Spain the corporeans of its monumental. “This gesture is much more than a symbol, it is a cry of visibility and support to citizens, claiming a public health right”they explain in a statement.
At the moment the first intervention has been carried out in Valencia, where the installation has also had an information point that allowed consumers to know firsthand the initiative and understand what the products we buy really contain.
In addition, from Yosoy they urge other brands in the food sector to add to transparency. “This action is part of a strategic plan of the brand in which, based on pedagogy, agitation and action taking we will demonstrate that things can always be done better for the consumer,” The creative director has remarked.
