Joe Wicks and 4creative confront ultra-processed food with satire

TV coach Joe Wicks has jumped on the trend of parodying vintage fitness ads in his latest (controversial) appeal for healthier eating.

Created with Channel 4, the film uses shock and satire in ‘Joe Wicks: Licensed to Kill’: a one-off documentary exploring the dangers of ultra-processed foods (UPFs).

Wicks creates (and publicises) the so-called ‘KILLER bar’: a protein snack packed with legal but questionable ingredients linked to cancer, heart disease, and other health crises.  

Backed by scientist Chris van Tulleken, the stunt is designed to call the government to account, urging stricter regulations on UPFs. Beyond the horror-factor, however, the campaign cheekily critiques misleading nutritional claims, spoofing familiar health product lingo.

The accompanying ad airs as research warns that ultra-processed foods contribute to 14% of UK premature deaths, lending urgency to the campaign’s satire. But, even though it's satire, the bar is genuinely available to buy and eat: although there are clear disclaimers that the bar is not actually healthy. 

Our Take

It's scary how the power of marketing can make something unhealthy appear positively nutritious.

Joe Wicks and 4creative pick up on this theme and use parody to drive home what facts alone often cannot: how marketing can mask food hazards.

Their approach sits alongside TV shows like Jamie Oliver’s ‘Sugar Rush’ as well as This Girl Can’s subversive fitness messages, using celebrity, humour and creativity to spark policy debate.

Wicks (who went to my school and was well-liked as it goes) has upped the ante in the War on Bad Food, slickly replacing the (less well-liked) Oliver as our new ambassador for healthy living. I’ll toast a glass of kombucha to that.

As for the use of a genuinely 'unhealthy snack', we can't help but admire the boldness of the move.