REWE initiated an innovative roadshow to support its campaign “Life tastes good. Even with less sugar” campaign. The aim of this campaign was to reduce the amount of sugar and salt in own-brand products without compromising on enjoyment. The first project was launched in 2019 with a national roadshow to publicize the sugar-reduced products and present them prominently in selected Rewe stores. REWE was supported by well-known influencers, whose channels reached almost 3 million followers. The REWE SugarCube toured cities such as Cologne, Wiesbaden, Stuttgart, Munich, Berlin and Hamburg within 5 weeks, accompanied by a selfie crew and the influencers to effectively spread the message of sugar reduction online.