Efridge aids saturated fat quest

The Eatwell Fridge has been created by Vallance Carruthers Coleman Priest (VCCP) as an online addition to the agency’s work for the £3.5m Food Standard Agency’s public health campaign on saturated fats.

The downloadable fridge tells people how to cut down on saturated fat. Digital marketing activity will include text tips to mobile phones and low fat recipes on the FSA’s Eatwell website, while the integrated campaign is being targeted at mums and women aged 45-60 with a message about how saturated fat can increase cholesterol levels, which is a risk factor for heart disease.

The campaign will also encompass roadside and supermarket six-sheets and is being bought via COI’s rostered buying agencies with Carat for TV, Mediacom for press, Posterscope UK for outdoor and i-level for digital.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here