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The activity, which will encompass TV, press and online, marks the first major spend on the service.

The campaign, created by Lowe London, will see eDiets sponsor 'Inch Loss Down Under' on GMTV with a series of 10-second idents. Press ads will run in consumer titles, while online ads will appear concurrently.

Tesco acquired the UK and Ireland licence for eDiets, which operates in the US, in July last year. For a weekly fee, the service creates a diet based on each customer's needs, such as a low-carb regime or a diet based on the glycemic index. The site then generates a list of foods tailored to the  individual.

A further tranche of TV activity is planned for the second quarter of 2006. Media for the campaign is being handled by Initiative.

The UK and Ireland is the second-biggest market for diets in the world.

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