With National Cholesterol Month just round the corner, Activation have announced the launch of a brand new health-focused promotion for Benecol. 

The task was to bring new shoppers into the cholesterol-lowering category by creating a brilliant activation to raise awareness and sales of Benecol through National Cholesterol Month

Benecol isn’t just a delicious one-off experience or benefit, its positive effect is ongoing and long-term.  So the aim was to reinforce this proposition by offering consumers the chance to win a prize that keeps on giving – a whole year of ‘good living’.

And what does a year of ‘good living’ look like? 

Well, it’s a year-round calendar of healthy and enjoyable experiences for winners; the little luxuries consumers may have cut back on in the cost of living crisis. From a year of unlimited cinema to veg box subscription, to house plant gift vouchers, each winner will also be gifted one brilliant prize per month, for a whole year! And what’s more, each winner can choose from a headline prize of a UK spa break or cottage stay. 

With entries available with any Benecol purchase, consumers are simply asked to upload their receipts for a chance to win. 

The promotion is communicated through multiple touch-points, including retailer media and out of home. Supported through magazine ads, in-aisle POS, ATM advertising and location-based digital programmatic display.

Live until the end of National Cholesterol Month, check out the website here.

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To help promote their Fresh Thinking campaign, Hotpoint and experiential agency, XYZ, are taking their Fresh Thinking Mobile Kitchen on the road for a tour across the UK to inspire and teach people handy tips and recipes to help prevent food waste.

Teaming up with Jamie Oliver, Hotpoint are challenging the nation to think differently about the Forgotten Food within their homes and are asking them to submit their own Forgotten Food recipe to Hotpoint to be in with a chance to win a place at the launch of the Fresh Thinking Pop Up Café in October. Winning recipes will also make up the tasting menu when the café is opened to the public.

XYZ worked to deliver the Hotpoint Cookery Schools at Camp Bestival that kicked off the start of the Fresh Thinking Roadshow. At the event, parents & guardians were able to book themselves and their child to take part in Food Waste Cooking lessons.  Each cooking lesson consisted of the key campaign messaging on the Top 10 Most Wasted foods & the call to action were re-laid to the participants. They were then taught how to make banana, apple and couchette muffins & a flat bread pizza using pickled broccoli steams as one of the toppings, they got to take away these dishes to share with their friends and family who didn’t attend.

Will Mould, Managing Director at XYZ commented: “Hotpoint asked XYZ to give its consumers an experience that was both educational and practical, but also lots of fun. With food waste being such a pressing issue, we wanted to bring the cookery school for delicious leftovers recipe to life. We wanted to show that Hotpoint really understood the issues facing their consumers and how they could help them for the future.  It is a brilliant activation to be part of and great to see the message of recycling and food waste delivered in such an engaging and meaningful way.”

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