Tesco plots push for diet business
Tesco is planning a heavyweight advertising campaign in the new year to back its online eDiets service.
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
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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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