The Sugar Tax is Eggs-actly What the UK Needed

Jamie Oliver's one of the most famous chefs in the world, and he's managed to get us all addicted to his 15 Minute Meals. From late 2015 to early 2016, he's shown his support for sugar taxation on soft drink products in the UK. Oliver went on social media to campaign for the sugar tax.

He used three main platforms, Twitter, Facebook, and Instagram to promote the campaign to as many viewers as possible. Because of this, and the millions of followers he has across all forms of social media, his marketing strategy using social media was to aim for reach rather than frequency. He used social media to share his plan for success, show his support, along with videos and articles that support his point of view. By promoting his campaign three platforms, he was able to reach millions of different users from multiple social media platforms.

In September of 2015, Jamie Oliver did a live stream on Facebook about his documentary Sugar Rush. This was promoted on Facebook using the hashtag #SugarRush. This meant he was able to attract thousands of viewers to promote the documentary, and allowed people to get involved and show their support by signing a petition. This also meant he was able to communicate with viewers, and answer questions they had about the tax or his views.

His campaign across social media was very successful – on the 21^st of March the levy passed, and the UK now has a sugar tax in place. Again, Jamie Oliver went on social media to celebrate the success, and urge other countries like Australia and Canada to do the same.