BiteBack2030 are a youth-led movement backed by Jamie Oliver. They wanted to launch the brand and raise awareness of its mission to challenge a food system that’s been set up to fool us.

This social experiment used exactly the same techniques as the advertising industry to manipulate teens food choices.

We made a fake brand and plastered it everywhere. From posters, to radio ads. We even got famous Love Island influencers to post about it. Every teen in the experiment picked Triple Dipped Chicken.

The campaign received worldwide coverage from the Washington Post, to the BBC.