The site features the diary of singer Lulu, who took part in a three-week challenge to lower her cholesterol by eating three daily portions of Flora pro.activ as part of a healthy lifestyle.
The site (www.lulusproactivchallenge.co.uk) will be updated every day with notes from the singer as she pursues her mission to stay healthy.
Visitors can find out how to lower their own cholesterol on the site, and can forward that information to a friend. They can also register online for a copy of a guide to keeping cholesterol low, which is currently being emailed to 310,000 members on the brand's relationship marketing programme.
An acquisition campaign will also target 500,000 prospects through a door-drop with information on Flora's pro.activ range. TV, press and on-pack activity will drive people online.
Sarah Kay, senior brand manager at Unilever UK Foods, said: "By developing an ongoing relationship with our consumers, we can help to educate them on the health issues related to cholesterol and heart health."
The campaign was developed by TMW.
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