Vallance Carruthers Coleman Priest (VCCP) has won a £3m project from the Food Standard Agency (FSA), after a four-way pitch. The brief is to raise awareness of the risks associated with high saturated fat intake.
It won the business following a four-way pitch against Rainey Kelly Campbell Roalfe/Y&R, Miles Calcraft Briginshaw Duffy and Farm. The FSA’s last agency of record was United London, the now defunct WPP Group agency.
VCCP is now working on a campaign including television, press and outdoor work, which will break in early 2009. The saturated fats push will form the first part of the FSA’s wider healthier eating drive.
The FSA is an independent Government department set up to protect the public’s health and consumer interests related to food. Earlier this year, it launched an second burst of activity to promote its traffic light labelling system, which is designed to make healthier eating easier.
The system uses the red, amber and green colours to show if foods have high, medium or low levels of fat, saturated fat, sugar and salt and is backed by Sainsbuy, Waitrose and Asda. It has been opposed by other food industry companies such as Tesco, Kellog and Coca-Cola, who back the daily guideline amount (GDA) system.