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Creative in association withGear Seven
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Indulge Your Foot Fetish with Limbs 4 Life's 'Toe Jam'

18/11/2016
Advertising Agency
New York, USA
1.3k
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TBWA Melbourne and Eleven team with Masterchef winner Emma Dean to launch a fruit preserve for feet preservation

TBWA Melbourne, Eleven and Limbs 4 Life are launching ‘Toe Jam’ - a fruit preserve for feet preservation. 

While it might not be your usual breakfast order, an estimated 12 Aussies lose a limb every day, mostly feet and toes as a result of diabetes – up to 85% of which are avoidable with the right care. 

Toe Jam is bringing this message to the breakfast table to highlight the importance of dedicating time to your tootsies and to help reduce the risk of amputation.

Masterchef winner and host of ‘My Market Kitchen’, Emma Dean, devised the Toe Jam recipe and lovingly crushed more than her fair share of the berries to boot.  

Being one of the quirkier dishes she has created, Emma hopes the jam will give Aussies some food for thought. She says: “My grandmother lost sight due to diabetes, and my grandfather, a limb, so this is a cause close to my heart. I’ve loved working with Limbs 4 Life to turn one of my biggest passions - food, into something that will drive change. Aussies are known for their adventurous eating habits so I’m hoping they are up for a taste of Toe Jam to help raise awareness of this preventable issue.”

Commenting on the launch Limbs 4 Life CEO Melissa Noonan says: “To grab Australians attention on the overlooked issue, we knew we had to create something different. And it doesn’t get more different than Toe Jam. I mean, who wouldn’t sit up and pay attention when someone said they had Toe Jam for brekkie? We hope Australia gets behind us spreading the message in such a toe-curling way with Toe Jam to help us raise awareness.”

So whether you have a foot fetish, or phobia, Limbs 4 Life is encouraging all Aussies to get behind the cause and have made the Toe Jam recipe available to the public. Time to get those toes sticky….

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