Diabetic fast food
Generation – Z is heavily addicted to fast food. For this reason, 30% of youngsters will have diagnosis of diabetes 15 years from now.

OneTouch found a disruptive channel to tell youngsters about diabetes, collaborating with the most iconic music label in Russia – Black Star which is setting trends in music, social media, fashion and most crucially in food.

OneTouch specialists developed a healthy diabetic burger. Black Star made it “Burger of the Month” and gave it a real star billing. It became a unique medium, delivering a message “Your health is in your hands” enticing everyone to learn about diabetes and take part in a blood glucose test.

Results:
10 000 burgers have been sold in the first month.

Media Reach
was more than 70 million contacts. OneTouch website visits increased by 150%