MCBD launches spots for Benecol campaign

Miles Calcraft Briginshaw Duffy has revealed the first Carol

Vorderman-free TV work for Benecol, the Finnish spread and yoghurt brand

that claims to significantly lower cholesterol levels.

The ads introduce a relentless Finnish Benecol employee called Stefan,

who accosts everyone he meets, boring them with details of the benefits

of the products. The campaign marks the end of the Saatchi & Saatchi

testimonial-style ads which launched the brand in 1999. MCBD won the

account in August.

In "hotel", Stefan checks in to a hotel, telling everyone about


The bell-boy receives a yoghurt as a tip, products are handed out to

everyone and he is undaunted even when the lift doors close on a full

car without him.

"Salesman" sees Stefan come up against a double-glazing salesman who

knocks on his door, only to have his sales spiel constantly interrupted

by information about Benecol. The salesman gives up and escapes, then

hides behind a bush while Stefan looks for products in his bag.

In "specials" an Italian waiter is encouraged to use Benecol spread

instead of olive oil, and everyone in the restaurant is offered a pack.

All the spots carry the new strapline: "Experts in reducing


"The 'expert' positioning is a powerful territory for us to occupy as we

continue to build the brand and expand the product range," Benecol's

marketing manager, Elizabeth Carlson, said.

MCBD's account director, Michael Pring, added: "The new campaign builds

the brand's credentials and leverages its Finnish heritage in an

entertaining and light-hearted way. We want people to enjoy the

advertising but also understand that when it comes to reducing

cholesterol, there's only one brand to turn to."

The ads break on 25 October. They were written by Ella Wilson and art

directed by Caroline Oliver. They were directed by Adam Springfeldt and

Henrick Sungdren at Acne Films. Media buying is through Initiative.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content