Company: National Confectioners Association
Company Description: The Always A Treat Initiative was created to reinforce for consumers the fun and unique role that chocolate and candy can play as a treat in a balanced lifestyle by making adjustments to the real-world business operations of the companies – promoting portion guidance and empowering consumers to make informed choices.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - ESG
 Nomination Title: Always A Treat
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
The campaign was launched in 2017.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 201 words used.
In 2017, there was an evolving discussion around sugar and added sugar amongst thought leaders in the U.S. Consumers were as confused as policymakers, regulators and nutrition professionals when it came to dietary advice related to sugar. The confectionery industry was at a point where it could have very easily been lumped in with other indulgent foods with respect to policymaking even though the data was not there to support that action.
The Always A Treat Initiative was formed under the leadership of the National Confectioners Association in collaboration with America’s leading chocolate and candy companies and Partnership for a Healthier America. The primary objective was to help consumers manage their sugar intake while enjoying their favorite treats.
The confectionery industry and PHA set aggressive and ambitious goals that ladder up to this objective, including:
- provide more transparency in terms of front-of-pack calorie labels,
- create more portion guidance choices and options in innovative packaging, and
- educate consumers about how unique products like chocolate and candy can be an occasional treat in a balanced lifestyle.
In spearheading this effort, our intention was to purposefully position chocolate and candy as a treat in the minds of consumers as well as policymakers nationwide.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
The companies immediately had to begin changing their business operations to meet the metrics associated with the initiative. This included major investments in R&D, product and packaging innovation, redesigning existing packaging, and more. A five-year window was a tight timeframe to accomplish all that they had committed to.
From a campaign perspective, NCA led the way for the industry to tell its story of voluntary leadership. Guided by the Candy360 model, NCA’s strategic road map to stakeholder education and advocacy communications, we developed a powerful, data-driven narrative to begin recruiting, educating and activating our key stakeholders.
Vital to the success of our Candy360 execution was timing. We strategically deployed our Always A Treat messaging when chocolate and candy are top of mind: Valentine’s Day, Easter, National Candy Month in June, Halloween and the winter holiday season. Layering advocacy activations on top of these times of year catapulted us to success in terms of engagement with stakeholder audiences.
For the January 1, 2017 - December 31, 2021 measurement period, the metrics were as follows:
- Half of the individually wrapped products made by the participating companies would be available in sizes that contain 200 calories or less per pack.
- Ninety percent of the best-selling treats made by these companies would have calorie information printed on the front of the pack.
- AlwaysATreat.com would evolve into a digital resource full of easy-to-use information for consumers to better understand the unique role that confections play in a happy, balanced lifestyle.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 219 words used.
NCA fostered collaboration within the confectionery industry resulting in directional alignment between the participating companies in terms of providing more transparency for consumers and bringing more portion guidance packaging to the marketplace, which would ultimately help to meet the goals set forth in the initiative.
The remarkable results for the companies that joined NCA in the voluntary commitment to PHA were released in September 2022:
- 94.8% of their products have front-of-pack calorie labels - up from 53.7% in the 2016 benchmark year.
- Half of their individually wrapped products are available in sizes that contain 200 calories or less per pack. This is up from 38.3% in the 2016 benchmark year.
- Data visuals & more info: https://alwaysatreat.com/initiative/
The Always A Treat narrative reached stakeholder audiences and positioned the confectionery industry as a thought leader in the food policy space, which has helped shape and define federal food and nutrition policy related to the confectionery category, including the 2020-2025 U.S. Dietary Guidelines.
The Always A Treat Initiative was the right thing for the confectionery industry to do to help consumers manage their sugar intake. Advocacy efforts continue today through educating and promoting the industry’s dedication to providing transparency and portion guidance. The Always A Treat website and featured video have become widely visited by consumers.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 21 words used.
Attachments include NCA's Candy360 Model, a link to the Always A Treat website and the final one-pager report of the results.
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