FSA launches hard-hitting saturated fat campaign

LONDON - The Food Standards Agency has launched a £3.5 million campaign highlighting the dangers of saturated fat consumption.

The campaign centres on a TV spot, created by VCCP, which sees a woman pouring an average person's monthly saturated fat intake down a kitchen sink as a metaphor for the damage that saturated fat can do to the arteries in the heart.

When the sink finally blocks, a voiceover asks "If the saturated fat can clog this pipe, imagine what it's doing to yours?" before driving viewers to the eatwell website.

VCCP has also created a print campaign that highlights 11 simple ways in which consumers can cut down their daily intake of saturated fat from using semi-skimmed milk to grating cheese instead of slicing it.

A digital campaign running alongside this activity includes text tips to mobile phones, a downloadable fridge to remind people how to cut down on saturated fat and 200 recipes on the eatwell website.

James Brandon, the head of marketing at the Food Standards Agency, said: "Consumers have told us they want us to take the issue of heart health, and the consequences of eating too much saturated fat, seriously and so our TV ad reflects that.

"People also want advice to support them in taking positive steps, the print ads and PR activity provide practical messages that illustrate just how easy it can be to make simple yet effective changes to the way we shop, cook and eat."

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