Bees can make honey out of just about anything that contains over 15% sugar. That was the starting premise for a campaign by Czech health food chain Nas Grunt, which took some processed foods -- burgers, ketchup, instant soup, cereal, salad dressing -- and recruited a bunch of busy bees to turn them into honey.
The results were actually produced as products that were sampled outside competitor stores. They also appeared in a print, OOH and digital campaign highlighting the hidden sugar in processed food. Sugar consumption is high in the Czech Republic, with 10% of the population suffering diabetes, so the campaign, by McCann Prague, sparked a national debate, according to the agency.