Benecol targets New Year dieters

Benecol is targeting consumers that have over indulged during the festive season with a £3m campaign trumpeting the cholesteral reducing drink’s health credentials.

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A TV ad campaign that aims to highlight the importance of family support and a healthy lifestyle in lowering cholesterol will break on Boxing Day (26 December) using the strapline “Let’s Lower Cholesterol Together”.

The ad, created by Adam & Eve, follows a grandfather and granddaughter buying groceries such as fresh fruit, vegetables and Benecol products. It is sound tracked by the 1969 Jackie DeShannon track Put A Little Love In Your Heart.

The ads will be supported with radio, digital and PR activity.

Benecol’s cholesterol reducing range includes yogurts, yogurt drinks, spreads and cheese.

A number of brands are ramping up activity aimed at targeting consumers looking to get healthier in the New Year .

Weight Watchers is preparing a £28m campaign starring Alesha Dixon to promote its ProPoints system it introduced last year and position Weight Watchers as “the game you play to lose weight’.

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