Record-breaking campaign for Becel

Friday, 26 September 2008 14:33

PS Communication has been instrumental in developing a nationwide “Cholesterol campaign” in Sweden for Unilever and healthy margarine brand Becel pro.activ.

The key message ”Give us five minutes. Your heart will thank you.” is communicated via a in-store installations and a web campaign, the goal being to test cholesterol levels with some 12 000 individuals – as such the most extensive measurement of its kind in Sweden.

In short, those who choose to participate may have their cholesterol levels measured by a trained nurse, a dietician will also advise on eating habits and sample Becel pro.activ yoghurt shots. Tests are performed in supermarkets, 2 Euro per individual is donated to the Swedish Heart-Lung Foundation for the purpose of research in the cardio-vascular field.

Web site complements in-store activities
A purpose-built web campaign has been produced by PS Communication in Malmö. the campaign site is continuously updated with the average levels for each respective city visited during the tour, visitors are also encouraged to tell their own stories about how they have been able to lower their cholesterol levels. PS Communication is handling the tour for the third consecutive year.

– PS Communication has a larger overall responsibility for the campaign; our cooperation with PS has grown stronger for each year. We are very proud of our teams that are travelling the length and width of Sweden as to inspire people to better take care of their hearts, says Anna Attman Lennegren, Senior Nordic Brand Manager Becel with Unilever.

The “cholesterol tour” will visit 61 supermarkets in 28 Swedish cities during September 3rd – November 26th 2008. For more information, please visit www.becel.se/kolesterolturne08/