Benecol, the iconic global brand which has been helping people enjoy healthy eating for over 25 years with its range of spreads, yoghurts and yoghurt drinks, is launching a ATL in the UK which will go live tomorrow, on 15 March. The campaign sees Benecol coming back to TV after three years with a supporting PR campaign.
Benecol products contain plant stanols which are shown to help reduce Cholesterol, a key risk factor in the development of coronary heart disease, taking action to reduce cholesterol is an important step in managing heart health.
The campaign that champions the ideal of that caring friend – “Every Heart Deserves One” – launches with a 20’ creative, developed by LM & Someco and planned by PHD North. It will air on TV, VOD and BVOD. The Fourth Angel is amplifying the campaign with PR using national treasure Jo Whiley as the campaign ambassador, whose husband, Steve was diagnosed with high-cholesterol a few years ago following a routine blood test.
Benecol partnered with charity Heart UK and Heart FM last year to raise awareness of the issue and to encourage people to get tested.
Commenting on the campaign, Paula Nelms, global head of marketing. Benecol says: “All our campaigns are designed to raise awareness of how to better look after your cholesterol and heart health. With this campaign we’re moving into a more emotive landscape. ‘Every Heart Deserves One’ focuses on two friends and the support they show for each other as they navigate their day-to-day lives. People across the UK are having to face so much right now and, in the midst of it, we want to highlight the on-going importance of taking care of yourself and your family’s heart health. Moving onto TV after three years of focussing on digital is a strategic and considered move to maximise our reach and resonance.”
