Lastminute launches ‘five a year’ campaign

Farm has created a New Year campaign for Lastminute.com that encourages consumers to take five breaks a year. It begins this week and will run throughout the month.

The ads mimic the Government’s five-a-day fruit and vegetable campaign by encouraging consumers to get away five times a year to maintain “happy and healthy lifestyle”. It will run across national and regional press, online and outdoor in London. The agency has also created a bespoke radio campaign for Manchester that features regional deals.

It is the first work that Farm has created for Lastminute.com, which does not have a retained agency. It won a competitive pitch but it is not clear which other agencies competed. A spokeswoman for the online retailer says that Farm has only been chosen to work on this campaign and it will continue to appoint agencies on a project-by-project basis.

Lastminute.com head of retail marketing Stuart Parish said: “It’s January so it means that everyone is trying to be healthier and shake off the excesses of the festive period. But rather than taking a lecturing stance, this campaign is inspirational and uplifting. Getting healthy isn’t all about hitting the gym or switching to salad – maintaining your work-life balance by getting away regularly throughout the year is just as important.”

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