Unilever is to use consumer specialist Frank PR to relaunch its struggling Slim-Fast brand.
The agency will promote a campaign badged ‘Slim Happy', which will aim to ‘put the fun into dieting'. A team of food experts will be used for media relations initiatives.
The brief focuses on the brand's new range of soups, snacks and smoothies, with the latter containing real fruit - a sector first, Unilever claims.
The firm is also ditching its ‘low carb' range, introduced to conform to the principles of the Atkins diet - claiming Slim-Fast is ‘not about fads'.
Slim-Fast was previously promoted by Freud Communications until last year (PRWeek, 4 March 2005).
Unilever will also use Frank to launch its soya-based fruit-drink range AdeZ. The drink contains as much calcium as milk, and healthy-living consumer campaigns will be used to promote the three-strong range.