VCCP scoops £3m Food Standards Agency account

by Darren Davidson, Brand Republic 18-Jul-08, 08:30

LONDON - VCCP has won a £3m brief from the Food Standards Agency to raise awareness of the risks associated with a high saturated fat intake, following a four-way pitch.

The agency triumphed in a pitch involving Miles Calcraft Briginshaw Duffy, Farm and Rainey Kelly Campbell Roalfe/Y&R.

It will develop an above-the-line campaign, including TV, press and poster work, due to break at the beginning of 2009.

The campaign will also advise consumers on ways to cut down their saturated fat consumption.

The FSA was set up by an Act of Parliament in 2000 as an independent government department to protect the public's health and consumer interests in relation to food.

The agency recently released a report about the population's eating habits. It found that 29% of the population rank convenience above health when choosing what to eat, while 22% believed that although healthy eating is important, convenience foods are not necessarily a bad thing.