New Year health campaign from Benecol

Functional food brand Benecol, which helps to lower cholesterol levels, has launched a campaign encouraging consumers to start a new habit this year.

The four-week campaign will use TV and video-on-demand media, alongside shopper marketing, influencer activity and social amplification, to drive awareness of its “one-a-day” product range of yogurt and yogurt drinks. The brand is seeking to reach 24 million consumers with its message that one serving a day is proven to lower cholesterol when consumed with a meal.

“We’re really excited about bringing our one-a-day campaign to life to drive awareness of the Benecol range,” said Benecol brand and category activation manager Sneahmoyee Banerjee. “Our yogurts and yogurt drinks are ideal for consumers looking for a healthy, tasty and convenient solution from a trusted brand. Not only are they tasty but they contain stanols, scientifically proven to lower cholesterol, and can easily be enjoyed daily,”

Banerjee added: “With so many of us having busy, active lifestyles we hope our campaign will resonate with consumers who are maybe contemplating healthier options for the new year or may not be aware of the product’s benefits. Cholesterol affects six in 10 adults in the UK, but despite this, both awareness and knowledge is low, so there has never been a more important time to consider healthy cholesterol management.”