Go Ahead! range to relaunch with press strategy by Publicis

McVitie's is putting £2.5 million behind the relaunch of its Go Ahead! low-fat range with advertising to position the brand as an everyday healthy choice.

Press executions appearing in women's magazines and weekend supplements from next week aim to present the product as a healthy, but tasty snack choice and to halt a sales decline of more than 6 per cent last year.

The relaunch includes new packaging, the use of healthier ingredients and the introduction of new products.

Publicis has created the campaign, for which Starcom Motive is planning and buying media. It reinforces the strategy targeting thirtysomething mothers with the strapline that asks: "Can't wait? Go Ahead."

The ads feature a yoga class, a dressing table and a supermarket conveyor belt to emphasise that consumers won't be able to resist Go Ahead! no matter what they're doing.

The ads were written and art directed by Paul Campion and Tony Smith and photographed by Nick Meek.

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