Sid will front a press, poster and TV campaign for the Food Standards Agency, which aims to tackle the problem of high salt consumption in the UK. His musings will be accompanied by the strapline: "Salt - watch it."
The campaign was written and art directed by Billy Faithful and Ross Neil. It was produced by Hungry Man.
The FSA claims at least 26 million people every day eat more than the recommended daily limit of six grams of salt. This significantly increases the risk of developing high blood pressure, a condition that results in 170,000 deaths a year in England alone.
Men over 45 are most at risk because they tend to have salt-rich diets and are less inclined to make changes to their eating habits.
The TV campaign has been bought to target this demographic. It will also target women over 35, who are often responsible for planning and shopping for family meals.
The TV work will run across all the commercial channels, while the press executions will appear in women's magazines such as Bella and Best.
Media planning was handled by ZenithOptimedia, with media buying through COI Communications agencies. DNA created the online element of the campaign.
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