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August 6, 2007

FSA goes experiential to deliver low salt message

The Food Standards Agency (FSA) recently used experiential marketing to support its campaign promoting lower salt consumption.

The campaign ran throughout July and supported Tesco’s Simple Steps to a Healthier 2007 calendar, which focuses on the message: ‘Try to reduce your salt intake’.



Getting the message across about salt

Located in the car parks of Tesco stores, the experiential campaign took place in areas of the country where a concentration of target consumers can be found.
Marketing agency Initials and live specialist Sense devised the experiential activity, creating a salt stand to mimic the TV set of the recent FSA Salt advertising campaign Full of it/Not full of it. Staff dressed in themed costumes – platinum blonde wigs, black glasses and red lipstick – to educate consumers on how to reduce their salt intake in a fun and friendly way.
Commenting on the experience, FSA Salt campaign manager Kate Frankum, said: "We are greatly pleased to have Sense and Initials on board. They have found an accessible and enjoyable way of getting our salt awareness message across to shoppers."

Meanwhile, Sense managing director Nick Adams said: “Our team was really enthused to take on this campaign. It’s an opportunity to assist in benefiting communities, and another example of the diverse role experiential marketing can play in educating consumers.”


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