Shortbread in health campaign

Weight Watchers has called in NP PR to position its shortbread range as a 'healthy, diet product', the first time it has hired an agency to promote one of its branded products.

NP PR scooped the trade and consumer account following a three-way pitch.

The brief is to change perceptions of shortbread to make consumers see it as a healthy option rather than a snack.

NP, which was bought by Golley Slater last year, will work with both the producers, Walkers Shortbread and Weight Watchers, to raise awareness in key trade media and target consumer press. The brief includes the launch of three savoury biscuit flavours in May.

The campaign will initially target distribution firms through specialist media, followed by a consumer campaign.

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