New Genre partnered with Bite Back, a youth activist movement founded by the Jamie Oliver Group, following its rebrand. The studio developed a social-media activation campaign that centered the voices of young activists challenging harmful food systems.
Wolff Olins partnered with Bite Back, a youth-led movement challenging the global junk food system, to redefine its brand strategy and identity. The new brand uses the visual language of junk food marketing against itself, empowering young activists to expose corporate irresponsibility and demand change. The result is a bold, subversive identity that has significantly boosted engagement and awareness across the UK.