Initials, the integrated agency launched earlier this year backed by sales promotion guru Kevin Twittey, has been appointed to handle a new below-the-line push for the Food Standards Agency (FSA). It is thought the account is worth more than £2m.
Initials won the business following a three-way pitch believed to include Iris and becomes the FSA’s first retained below-the-line agency. It will work on the next stage of the FSA’s salt reduction campaign which will break in March 2007.
The salt reduction activity began in 2004 when six-foot slug Sid was introduced to remind people that too much salt is bad for the heart. The second stage followed in 2005 and included the message "Eat no more than 6g of salt a day". The third burst will continue to encourage consumers to take steps to reduce their salt intake and will include below-the-line for the first time. The FSA uses United London for its above-the-line work.
FSA campaign manager Kate Frankum says: "Our salt reduction campaign has resulted in the topic being higher on consumers’ agenda than ever before. For the third stage, we are looking to add a new dimension to our previous work."