FSA promotes healthy eating through UKTV show

The Food Standards Agency (FSA) is to sponsor UKTV cookery show Family Supercooks and will use its idents to promote healthier eating among families in the UK.

FSA sponsors Family Supercooks

The idents, created by Rainey Rainey Kelly Campbell Roalfe/Y&R, will debut on the advertiser-funded programme, which premieres tonight at 9pm on the network’s Good Food channel. It is the first work RKCR/Y&R has produced for the FSA since winning the business earlier this year.

The FSA says the idents are part of its continuing efforts to promote healthier eating, and have been designed to offer refreshingly pragmatic eating tips whilst highlighting that UK families can still eat healthily without cutting out their favourite foods.

Earlier this month, the government agency launched an ad campaign to encourage consumers to pay more attention to the salt levels in foods.

They aim to show how consumers can reduce salt and saturated fat intake in their everyday diet through a series of characterful bumpers which pit foods against their healthier versions in a series of light-hearted vignettes.

Kate Frankum, acting head of marketing at the FSA, says of the idents: “We were keen to take a light, engaging, humorous and “inclusive” approach to eating, where nothing’s off the menu but still raising awareness about how to make your everyday diet that little bit healthier.”

RKCR/Y&R was awarded the task of developing an umbrella campaign to tie together all strands of FSA’s healthy eating messaging, which will launch next year.

Damon Collins, creative director, RKCR/Y&R, says: “Creating healthy eating habits is a massive ongoing challenge. This campaign uses humour and some admittedly bonkers imagery to educate people in a way that doesn’t feel preachy or lecturing.”


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