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Web Exclusive
Men front autumn health campaigns
By
Fiona Briggs
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| Nimble: new TV creative |
Nimble is back on TV for the first time in 20 years but with a man taking the lead role in the advertisement.
The campaign by Nimble brand owner RHM supports the relaunch of the bread brand in the UK and its positioning as a healthy eating brand rather than a diet product.
Marketing manager Alyson Ebbrell told
Checkout
: The old Nimble advert [first aired in 1968] was very iconic of its time it was about dieting and it was about women. Today, it's more about healthy eating, increasing the amount of fibre in your diet and exercise, and it's about men as well. So, we have introduced a man, which really positions Nimble as a healthy eating brand.
The relaunch incorporates a product reformulation with a 20% increase in the size of the bread slices and extra fibre in the white bread variant. The new range is available in white, wholemeal and malted wholegrain options.
RHM is investing £1.2m in the TV campaign, which runs for seven weeks from 16 September and returns for a second burst in January.
The new TV ad features a builder who loses weight by eating Nimble, unknowingly.
It is one of two ad campaigns for healthy eating products to feature men in the lead role this autumn.
Kellogg's releases its TV advertising campaign for its new cereal brand, Optivita, this month (October). It features the actor Ray Winstone.
The oat bran-based cereal, available in two variants Raisin Oat Crisp and Berry Oat Crisp is a cholesterol management product with the oat bran working like a sponge to absorb the bad cholesterol in the body.
According to Kellogg's UK communications manager, Louis Hill, the use of Winstone will convey the cereal's functional and taste benefits.
It's very much down the route of the straight talking, he said.
Kellogg's is also introducing Optivita bars, targeting the on-the-move snack market.
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