John Ayling and Associates has been appointed to handle the £1m planning and buying for the low-sodium salt brand LoSalt, to help launch the first advertising and marketing campaign for the brand.
Ad agency TVLowCost has been appointed to handle the creative, which includes press ads, advertorials in The Sun and commercials on Scottish radio stations. The campaign coincides with Salt Awareness Week, which is organised by lobby group Consensus Action on Salt Health.
LoSalt’s campaign focuses on the effects of high-sodium intake on blood pressure and will run until June.
The marketing activity follows the redesign of the pack label in April last year – the first time it has been changed since it launched in 1983. The 25-year-old brand is owned by Klinge Chemicals.
A Klinge spokeswoman says the redesign of the label and marketing campaign is aimed at breathing new life into the brand and extending its appeal beyond people with health problems.
LoSalt is exported to 30 markets around the world where the new label is also being rolled out. The next stage of the campaign will be the launch of a new website at the end of February.
Klinge Foods sales and marketing manger Caroline Klinge says: “This campaign demonstrates LoSalt’s continuing conscientious role in educating the public in ways to reduce their salt consumption.”