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.
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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!
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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.
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