Case Studies

Putting Fibre Back on the Agenda

Challenge: To help Goodman Fielder, the maker of Wonder White bread, reignite interest in dietary fibre and highlight its health benefits beyond that of simply ‘keeping you regular’.
Strategy: Establish an advisory body of medical experts (the Fibre for Life Advisory Group) committed to raising awareness of the nutritional needs of children, with a specific focus on the intake of dietary fibre. Support FLAG by conducting a Dietary Fibre in Children Survey to quantify the consumption of fibre rich foods, and the consequences of any shortfall.
Results: The Dietary Fibre in Children Survey revealed that teenagers were the ones most affected by poor-fibre diets. This was translated into a widely accessible media story that received coverage in print and broadcast media. The nutritional value of dietary fibre – and subsequently its ability to prevent peaks and troughs in energy levels and reduce the risk of long-term health problems – was the key message presented to consumer and health professional media. Coverage reached more than 1.2 million Australians.