INTERNATIONAL FOOD INFORMATION COUNCIL

No term has been any more broadly applied, in a negative way, than “processed” when it comes to food. So, the self-proclaimed “food nerds” at IFIC - and group whose strategy and creative I’ve been managing with for the last 8 years - wanted to dispel some of the myths around what processed means . To me, the idea was simple; just arm people with information. Don’t try and sell too hard or you put people off. Don’t be too apologetic or it looks like you’re hiding something. Just deliver an honest, simple message with good humor. And its worked. We’re now in our 8th year of the PROCESS THIS campaign.