The Food Standards Agency is launching a heavy weight £3.5 million advertising campaign on 10 February to encourage consumers to reduce their intake of saturated fat.
The awareness campaign includes TV and press ads, extensive public relations activity, digital marketing, roadside and supermarket 6-sheets to promote a range of simple, positive and practical steps that can be easily adopted to benefit health.
A thought-provoking 40 second TV advert will run throughout February to help make consumers aware of the importance of cutting down on saturated fat. Beautifully shot print advertisements show consumers how they can do this by promoting 11 simple, positive and practical steps that can be easily adopted. Digital marketing activity will include text tips to mobile phones, a downloadable fridge to remind people how to cut down on saturated fat and 200 imaginative recipes on the Agency’s eatwell website.
In the UK, adults on average eat 20% more than the recommended maximum levels of saturated fat. Over time, a diet high in saturated fat can raise cholesterol levels in the blood, which is a risk factor for cardiovascular disease.
It is estimated that if people cut their intake of saturated fat to meet government recommendations it could prevent up to 3,500 premature deaths a year and save the UK economy more than £1 billion a year in related costs.
James Brandon, Head of Marketing at the Agency, said: “Consumers have told us they want us to take the issue of heart health, and the consequences of eating too much saturated fat, seriously and so our TV ad reflects that.
“To build on this message and support people in taking positive steps, the print ads and PR activity provide practical messages that illustrate just how easy it can be to make simple yet effective changes to the way we shop, cook and eat.”
The campaign is primarily being targeted at mums and slightly older women aged 45-60, however the extensive advertising media usage will ensure that the messages reach all adults across the UK.
Fleur Andrews, Account Director, VCCP said: “This campaign isn’t about telling people what to do; it’s about presenting them with simple, bite-sized facts and actionable choices, which they can’t refute.”
Following extensive qualitative research amongst the key target audiences, advertising was identified as needing to be straightforward and direct to raise awareness of the dangers of too much saturated fat in the diet, but also to encourage behaviour change by providing a range of simple tips that consumers could easily action.
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For more information please contact Fleur Andrews at VCCP on 020 7592 9331.
Notes to editors:
• The FSA is working collaboratively with retailers, manufacturers and catering companies to ensure consumers have access to a wider choice of foods lower in saturated fat. Several retailers have also agreed complementary campaign partnership activity, encompassing in-store communications, web and radio, customer magazines and staff liaison. The partners are: Tesco, Sainsbury’s, Asda, The Co-operative, Waitrose, Marks & Spencer and Mysupermarket.co.uk.
• The FSA also engaged with Pepsico (Walkers baked products), Wiseman Dairies, Arla Foods, Alpro Soya, United Biscuits, McCains and Unilever. This has resulted in partnership activity with Wiseman and Pepsico in the form of on-pack messaging and complementary activity with the others. However, campaign tips and general approach have been shared with a much larger number of manufacturers and campaign support is spread across several sectors.
• The agencies involved in the campaign are:
o Media planning - Manning Gottlieb OMD
o Creative agency - VCCP
o Marketing - Initials Marketing
o Media is being bought through the COI and their rostered buying agencies (Carat for TV, Mediacom for press, Posterscope UK for outdoor and i-level for digital).
