Retailer press promotion


National Cholesterol month! A really key time for Benecol, so naturally they came to us to drive up sales of their range of products.


A WHOLE month devoted to raising funds for HEART UK and raising awareness of the dangers of high cholesterol – exactly when Benecol should be at their most active. 

Their products are proven to lower cholesterol – so we wanted them to be the first brand people think about when they want to address this big issue. 

We also found that 53% of adults in this country had made a New Year’s resolution to make a bucket list – a random fact which got us thinking…



We created a prize draw to help give people a real incentive to buy Benecol during the month (and to celebrate Benecol’s 25th birthday at the same time – two briefs, one stone)..  

The promotion was advertised in Tesco, Sainsbury’s and Waitrose magazines, where a URL and QR code showed readers to a microsite dedicated purely to this campaign. 

After uploading their receipt of any purchase of a Benecol product, they were entered into the draw.

But what could they win? Well that’s where the random fact from our insight comes in. 5 lucky people won a break to the bucket list location of their choice. 

A trip on the Jacobite Express? Or a boat trip on Lake Windermere? The choice was theirs. 

We created a prize draw to help give people a real incentive to buy Benecol.


With 1,152 entries, the campaign was a huge success. 

Not to mention 617 microsite visitors from the QR codes in print ads.

And 452 directly by searching the URL (also shown in the retailer ads).