Brand world: Image improvement; association marketing; cognitive dissonance; disruptive message; promote responsible treating; corporate morality; healthy option; inspire consumer awareness; powerful public relations.
Brand words: Virtuous, educate, respond, encourage, guilt-free, fibre, five-a-day, lifestyle, on-message, obesity, calories, fat, campaign, lead, co-operate, change, positive, friend, partnership, listen.
“Euurgh!!! Wot’s that!? I want my burger and my fries!”