Label Fables

This campaign reimagines Hansel and Gretel to expose the deceptive nature of food marketing. Hansel represents the misled consumer, the Witch symbolises dishonest brands, and Gretel stands for Simple Truth which is honest, transparent and trustworthy. Like a modern fable, it challenges consumers to question the stories told by food labels and look beyond surface level appeal. Through a comic strip, short video and in store collateral, the campaign brings the fable to life, highlighting misleading tactics while positioning Simple Truth as the honest choice. It empowers consumers to see through “Label Fables” and trust what is real.