Sugar propaganda in the Second Polish Republic (1925–1932)

Between 1925 and 1932, a campaign was conducted by the Sugar Consumption Propaganda Commission (Polish: Komisja Propagandy Konsumpcji Cukru; KPKC) and the Bureau of Propaganda for the Consumption of Sugar (Biuro Propagandy Konsumpcji Cukru; BKPC) to increase sugar consumption in Poland. Activities focused on promoting sugar as a source of energy and an essential component of the diet, especially among women, peasants and the intelligentsia. Numerous propaganda materials were introduced, such as posters, leaflets, slogans (such as Cukier krzepi 'Sugar strengthens you'), cooking guides (such as Co będzie na obiad 'What's For Lunch'), as well as radio programmes and press publications. The campaign also included activities in the Eastern Borderlands, where materials were translated into Ukrainian. Sugar was promoted in the context of preserves, Christmas baked goods and sport, e.g. during the ice hockey match between Poland and Czechoslovakia. At the same time, there was an intensive fight against saccharin, cooperating with the government in this regard, which led to a restriction of its sale. The campaign also included educational games, competitions in schools and actions in scouts to promote sugar among younger audiences. Despite extensive efforts, the campaign was met with criticism. High sugar prices, its export abroad and controversial slogans Szczypta soli, szczypta cukru ('A pinch of salt, a pinch of sugar') aroused public opposition. In 1938, an additional blow to the propaganda was the results of studies showing that sugar lacked nutritional value and was harmful in excess. The intensity of the activities and the negative image of the sugar cartel further undermined the effectiveness of the campaign, which nevertheless remains one of the greatest examples of consumer propaganda in the Second Polish Republic.

Campaign (1925–1929)

In 1925, the Sugar Consumption Propaganda Commission (Polish: Komisja Propagandy Konsumpcji Cukru, KPKC) was established in Second Polish Republic, headed by Hipolit Liciński. The main objective of the commission was to increase sugar consumption through various propaganda activities and cooperation with state institutions. One of the KPKC's tools was the introduction of promotional materials such as leaflets, books and advertising slogans to convince the public to consume more sugar. These materials often featured stories and characters to serve as examples, and the number of propaganda slogans invented was impressive. During this, many works of the type were created: Poradnik dla gospodyń, W jaki sposób otrzymuje się cukier i jakie ma on znaczenie dla człowieka, Cukier i jego własności odżywcze, Co każdy powinien wiedzieć o cukrze. To support sales, the KPKC collaborated with the Sugar Bank, and its actions were inspired by solutions used in other countries. An important part of the committee's work was the fight against saccharin, considered to be a competitor to sugar. In 1927 a regulation was introduced restricting its sale, and between 1928 and 1929 an intensive anti-saccharin campaign was conducted to discourage the public from using this sweetener. In 1929, further measures were taken, including broadcasts on Polish Radio in which Zygmunt Chybowski presented sugar as an essential component of the daily diet. However, the effectiveness of this medium was limited. There were only 200,000 radio subscribers in Poland at the time, which significantly reduced the reach of the campaign. Sugar was also a luxury product at the time. Despite the committee's strong commitment, the activities carried out between 1925 and 1929 did not yield the expected results. The problems stemmed from the lack of quality promotional material and underdeveloped propaganda strategies. Even the chairmen of the KRCK admitted that the campaign needed a more sophisticated approach and more effort in creating effective advertising tools. Although many measures were taken, the need for improvement became clear in the following years.

Campaign (1930–1932)

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