COI picks DM agency for healthy food voucher push

The Central Office of Information (COI) has appointed agency CMW to handle direct marketing for the Department of Health’s Healthy Start voucher scheme.

Health kick: Healthy Start’s vouchers are worth up to £3.10 a week
Health kick: Healthy Start’s vouchers are worth up to £3.10 a week

The scheme is aimed at pregnant women and mothers of young children to encourage healthy eating.

The DM campaign is likely to focus on monthly voucher mail-outs aimed at women in low take-up areas. A review of the scheme in April found that despite achieving an almost 80% take-up rate target, there were still areas with low engagement.

The Healthy Start programme provides families on means-tested benefits with vouchers worth £3.10 each week to redeem against purchases of fruit, vegetables, milk and infant formula milk.

Healthy Start was introduced in 2006 to replace the long-standing infant and milk tokens that were developed in the Forties.

Retailers, from corner shops, chemists, food co-operatives to milkmen and market stalls are encouraged to sign up to become Healthy Start suppliers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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