benecol win a year of good living
01
challenge
Benecol faced a significant challenge with seven consecutive periods of declining penetration, impacting retail brand sales and household engagement in the UK. Reinvigorating interest in the brand and driving household growth was essential.
02
insight
Benecol isn’t just a delicious product; it delivers daily cholesterol-lowering benefits that help people live healthier, more fulfilling lives. This consistent, positive impact positions the brand as more than a one-off experience—it becomes an integral part of a lifestyle.
03
idea
The "Year of Good Living" campaign was introduced, offering year-round prizes that aligned with Benecol’s ethos of health and enjoyment. Rewards such as vegetable box subscriptions, gym memberships, and other wellness-focused luxuries mirrored the ongoing benefits of the product itself—creating a prize that kept on giving.
04
Results
The campaign reversed seven consecutive periods of penetration decline, achieving a +2.3% growth in retail brand sales. Penetration increased by 1.7%, equating to approximately 476,000 additional UK households purchasing Benecol.