Cholesterol-lowering products brand Benecol is launching an ATL campaign in the UK today, which includes a return to TV advertising after a three-year absence.
The campaign that champions the ideal of that caring friend – ‘Every Heart Deserves One’ – launches with a 20-second creative. It will air on TV, VOD and BVOD.
The activity will be amplified with PR using radio DJ Jo Whiley as the campaign ambassador, whose husband, Steve, was diagnosed with high cholesterol a few years ago.
Benecol partnered with charity Heart UK and Heart FM last year to raise awareness of the issue and to encourage people to get tested.
Paula Nelms, Global Head of Marketing at Benecol, said: “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.”
