Carb Options starts to hit back against profit-denting diets

Unilever Bestfoods is beginning its counter-attack on the fad diets that have dented its profits, with advertising for its low-carb food range under the theme: "Curb your carbs. Not your enthusiasm."

The message is being delivered in a print campaign that breaks nationally next Tuesday. It is the first to be produced by FCB London since the agency won the assignment in August.

Carb Options, which is launching under the Hellmann's and Knorr brand names, is being positioned as an alternative to trendy diets such as Atkins, to appeal to consumers who want to eat healthily but enjoy their food.

The £2 million campaign comprises six executions. In one, a woman is seen licking her plate clean as the copy advises her to: "Enjoy your lower carb curry but leave the pattern on the plate, Kate."

The ads were written by Graham Pugh, art directed by Chris Walker and photographed by Harriet Logan.

Initiative Media is planning and buying media for the campaign, which includes women's magazines as well as six- and 16-sheet posters and cross-tracks.