CSR Sugar — TLC: Tender Loving CSR

How do you convince shoppers to stay loyal to Australia’s No.1 sugar vs cheaper labels? You go on a research trip to the CSR 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).

Directed by TP, Taxi Films