British Bakeries is adding to recent bread fixture activity with a £750,000 marketing push for its Nimble range of low calorie bread. The company is aiming for a larger slice of the UK slimming market. According to Nimble brand manager Sarah Eden, more than one in three UK women are trying to lose weight "most of the time". The new campaign for the 45 year old brand is set to start in September ­ the slimming off season' ­ but will run until April 2002, taking in the New Year diet frenzy. Ads will appear in slimming and women's magazines. One execution will feature a double page close up of a woman's stomach printed over the spine roll of the magazine with the headline You won't get a roll with us'. The ads will be accompanied by an on-pack and in-store Lose an Inch, Give a Mile' promotion. Kicking off this week, this urges consumers to lose weight and raise money for a charity for terminally ill children. Other support includes postcards in health clubs and a dedicated web site. British Bakeries said the campaign was designed to build on the brand's sales growth of 40% over the last two years. It follows last month's £7m relaunch of British Bakeries' Hovis brand, as well as Allied Bakeries' new Kingsmill wholemeal disguised-as-white loaf, and launches from Warburton's. There are no plans to change the rsp of any of the four products in the Nimble range ­ Malted Danish, Amazing Grain, wholemeal and white (rsps: 58p ­ 65p). {{MARKETING - P&P }}