Chew Plants not Plastic

Client: Nuud

For founder-led start-up Nuud Chewing Gum, W Capital didn’t just chew up Big Gum, we spat them out. Through a high profile, high stakes pro-active lobbying campaign, we made the government and the British public question what they have been unknowingly sticking in its gob since 1899.

Through a combination of science-based strategy and politically charged creative, we turned chewing gum from a throwaway habit into a full-blown public health scandal.

From unearthing a filthy secret that the industry’s been hiding for hundreds of years to descending on No. 10 to drive much needed change, this is a story of how we helped a start-up with a mission bite back at the big boys, earn the backing of 47 MPs and land broadcast for days, as well as securing multiple new listings at the likes of Ocado and Co-op and and delivering a 400% sales hike in Waitrose – all while giving the government a mouthful of truth that’s left it gagging for reform.