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.

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