Risky drinking behaviour is often driven by social norms. BCA, on behalf of South African Breweries (SAB), developed the Flying Fish #EatWithIt campaign, to raise awareness of the desired behaviour of eating before/while drinking. To reduce the harm of this risky behaviour, and promote more responsible behaviours, a baseline and post-intervention study was conducted. 

The behavioural insights served as the foundation for a behavioural change intervention. The campaign achieved a 20% increase (shift in behaviour) where participants reported that they performed the desired behaviour, with stronger brand association between Flying Fish and the desired behaviour – eating before/while drinking.