The campaign has been created by HHCL/Red Cell and will appear on television, national poster and print advertising, as well as on a dedicated .
Salt kills slugs and in the ads, Sid will highlight the link between eating too much salt and the increased risk of high blood pressure, heart disease and stroke.
The campaign has been launched by the Food Standards Agency, with the aim of getting the 26m people who eat more than the recommended daily limit of 6g of salt a day to cut back.
Sir John Krebs, chair of the FSA, said: "The human cost in terms of illness and death and the costs to the NHS are very high. Cutting down on salt can significantly reduce your risk of developing high blood pressure. Everybody has got used to eating too much salt. We want to encourage everyone to see how they can reduce the salt they eat."
The campaign is being backed by celebrity chefs including Antony Worrall Thompson and Nick Nairn.
As well as targeting consumers, the FSA is encouraging food manufacturers to cut back the amount of salt they add to processed foods, because this is where people get the majority of their daily salt intake.
While the Salt Manufacturers' Association has hit back at the claims, saying that research shows that lower sodium diets have a "miniscule long-term effect" on the blood pressure of healthy individuals, Unilever has said that it intends to heed the FSA's calls.
Gavin Neath, chairman of Unilever UK, said: "Unilever, along with other food companies, has been working closely and effectively with the agency over the past 18 months to gradually reduce salt levels right across our product range."
Heinz has already relaunched its flagship Baked Beanz with reduced salt and sugar levels.
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