FSA launches saturated fats campaign

Consumers will be urged to reduce the amount of saturated fats in their diets by a £3.5m advertising campaign being launched by the Food Standards Agency next week.

The campaign, created by Vallance Carruthers Coleman Priest, will promote healthy steps people should take to benefit health and will run on TV and press. It will also encompass digital marketing, roadside and supermarket 6-sheets and PR activity.

The 40 second TV spot will run to the end of the month and press ads will promote 11 practical steps to avoid trans-fats. Other marketing activity, which will be handled by Initials Marketing, will include text tips to mobile phones, a downloadable fridge and recipes on the Agency’s eatwell website.

The campaign is primarily being targeted at mums and women aged 45-60. The campaign will aim to educate consumers about the role of saturated fat in cholesterol levels, which is a risk factor for the UK’s biggest killer heart disease.

On average British adults consume 20% more than the recommended maximum levels of saturated fat. It is estimated that if people cut their intake of saturated fat to meet government recommendations it could prevent up to 3,500 premature deaths, and save the UK economy more than £1bn a year.

Media is being bought through the COI and its rostered buying agencies (Carat for TV, Mediacom for press, Posterscope UK for outdoor and i-level for digital).