The ad, the first by DDB UK since it picked up the Flora/Becel pan-European ad account in November, marks a continuation of the brand's ‘Heart Age' marketing strategy.
Rather than convincing consumers to look after their own health, the campaign uses the strapline ‘Care for the hearts you love' to encourage viewers to take an interest in the diet of family and friends.
The TV execution features a new glowing heart device, to act as a metaphor for a healthy heart, while a voiceover informs consumers that the Flora products contain Omega 3 and 6. The campaign launches today (17 May).
The activity forms part of a wider strategy to get 100 million people to take a 'heart age' test by 2020.
As part of the initiative, developed in partnership with the World Heart Federation, consumers are directed to the website Floraheartage.com.