The campaign for the cholesterol lowering range includes a guide designed by the agency for the 'Lulu Flora Proactiv Challenge', featuring healthy eating and exercise advice for consumers.
It also contains extracts from Lulu's diary as she undergoes the three-week challenge to lower her LDL cholesterol levels.
Around 310,000 consumers will receive the guide while another 500,000 people will be targeted with information about the challenge and a questionnaire on Proactiv products, via a door drop campaign. All will receive a money-off coupon as an incentive to purchase.
Above-the-line work includes TV, magazine and national press advertising for the next six weeks. This is supported by on-pack and in-store activity as well as a dedicated , created by the agency's online division DigitalTMW.
Sarah Kay, senior brand manager at Unilever UK Foods, said: "TMW has played a vital role in helping us to develop a truly integrated campaign. By developing an ongoing relationship with our consumers we can help to educate them on the health issues related to cholesterol and heart health -- driving belief that the Flora Proactiv food range is the perfect brand for reducing cholesterol."
Lulu lowered her LDL cholesterol levels by 15%, consuming three portions of Flora Proactiv a day during the challenge.
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