The campaign, which is expected to start in the new year, will be aimed at parents. The integrated drive will include general messages for all families and information tailored to those most at risk.
M&C Saatchi picked up the creative element of the DoH account following a four-way pitch in May.
The DoH has set aside £75m over the next three years to promote its anti-obesity drive. It forms part of a £372m cross-government strategy, 'Healthy Weight, Healthy Lives', to improve the nation's health.
The target of the DoH drive is to reduce the proportion of overweight and obese children to the levels recorded in 2000 by 2020. The Healthy Weight strategy, published in January, involves encouraging people to maintain good health rather than follow dieting regimes.
Specific topics covered by it include breastfeeding, eating five portions of fruit and vegetables a day and encouraging everyday exercise.
It also includes a separate focus on changing the behaviour of older children in relation to diet and exercise.
Manning Gottlieb OMD will handle the communications planning aspect of the DoH campaign.
Profero declined to comment on the account.
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