Scottish crooner Lulu will sing the praises of Flora Pro-activ in a £3.5m TV and marketing campaign for the dairy brand.
The reality TV-style ads break nationwide on July 1 and feature Lulu following a healthy diet challenge, which includes products from the Pro-activ range of drinks and spreads.
These will be supported with ads in newspapers featuring daily ‘diary’ entries from Lulu about her challenge.
Paul Holden, business group manager for Unilever UK Foods, said the idea was to show how Flora Pro-activ products can help consumers lower their cholesterol.
Packs of 250g Flora Pro-activ spread will include a 12-page booklet on the inside of the lid with health tips. Consumers will also be able to send off for a book.
Flora Pro-activ spread was launched in 2000 and in August last year the company extended the brand with single shot drinks.
Daz is running the latest version of its ‘Cleaner Close’ TV ad from August, backed by a £1.6m marketing spend.
Standard packs and 25% extra free packs featuring scenes from the commercial will be available to stores from July 1.

Herbs, spices and home-baking producer Fiddes Payne has released Herb and Spice Rubs in time for the barbecue season. The rubs (rsp: £1.69) can be used with meat and fish or mixed with yoghurt for a creamier taste.

Aquafresh is rerunning its ‘Bus’ and ‘Unisex’ ads from next week, showing the tongue is a major source of bacteria. The ads form part of a £4.5m spend for 2005 for the brand and will air until October.

Jarlsberg Norwegian cheese has unveiled a light version with 16% fat. Jarlsberg Lite comes in a 150g resealable pack containing 10 slices.

Welch’s grape juice is running an on-pack promotion to coincide with the release of the family movie Racing Stripes at the end of June.
The offer will enable five families the chance to win mountain bikes, as well as 40 Racing Stripes goody bags.

Glaxo Smith Kline’s Macleans Milk Teeth will be the focus of a £500,000 marketing campaign encompassing sampling, national press and on-pack promotions.

Elisabeth the Chef has redesigned its Me to You cake range, which was launched 18 months ago and notched up retail sales of £5m last year. Packaging changes include new boxes with acetate windows, plaques and a foil printed cake band.
Road washed up
There’s the rub
Tongue lashings
New cheese low
Juice cycle promo
Milk’s media blitz
Cakes remixed

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