Insight
Benecol isn’t just a delicious one-off experience or benefit, its positive cholesterol lowering effect takes care of you every day, so you can live the Benecol life.
Idea
Introducing Benecol’s ‘Year of good living’ – a year-round prize of healthy enjoyable experiences and little luxuries such as veg boxes and gym memberships…because much like the Benecol products themselves, this was the prize that kept on giving!
Results
This campaign reversed 7 consecutive periods of penetration decline and retail brand sales grew by +2.3%. Following the promotion we saw a 1.7% increase in penetration – which would represent approximately 476,000 more households in the UK buying Benecol.
The campaign also won a Bronze for ‘Best Incentive and/or Prize Promotion Award’ in the 2024 IPM Awards.
