Benecol appoints agency for CRM

LONDON - Benecol has hired Chemistry to handle its customer relationship marketing programme.

The agency was hired following a four-way pitch against undisclosed rivals. Benecol has tasked Chemistry with the development of a programme intended to inspire existing consumers of the brand's products to use them more regularly to help lower their cholesterol levels.

The programme, which will comprise both online and offline work, will include healthy-heart recipes and information on healthy living. Communications will also include anecdotes from the brand's country of origin, Finland.

Earlier this year, Benecol, whose range includes drinks, spreads, cream cheese, yoghurts and yoghurt drinks, agreed a one-year deal to sponsor Classic FM's weekday Requests programme. The show also airs on Saturdays for two hours.

In addition to on-air marketing, which adopts the strapline 'Take control of your cholesterol with Benecol', the functional-foods brand has leveraged its association through online activity.

The deal followed Benecol's first foray into TV sponsorship, in which the brand sponsored The Alan Titchmarsh Show on ITV in a six-figure deal that included online and mobile sponsorship rights.

Benecol also runs a 'Women against cholesterol' programme, which aims to educate women on maintaining a healthy heart through reducing their cholesterol. As part of the scheme, Benecol provided free cholesterol testing across four cities in June.