CSR Sugar — TLC: Tender Loving CSR

How do you convince shoppers to stay loyal to Australia’s No.1 sugar vs switching to cheaper supermarket labels? You go on a research trip to the factory and ask the workers what makes their sugar No.1. When one of them says: “alotta bloody TLC”, you have your idea.

‘TLC: Tender Loving CSR’ dramatises the dedicated TLC that CSR workers put into making their sweet stuff No.1. The real workers even starred in the ad (they took some convincing).