Media News: Flora funds C4 health series

Flora is celebrating its 40th birthday with its first advertiser-funded programming venture, a Channel 4 reality show that will be used to promote its Pro.Activ range.

The series, called Fit Street, follows a group of residents in Clapham Park, South-West London, as they try to improve their health by lowering their cholesterol via lifestyle and diet changes.

The series marks the start of a 12-month healthy heart campaign organised by the Clapham Park Project, a community regeneration initiative, and funded by the government's New Deal for Communities scheme.

The five 35-minute shows will air in the afternoon on Channel 4 between August 31 and September 3 and will be repeated in morning slots the following week.

The programmes were produced for Unilever Bestfoods, Flora's owner, by IWC Media, which also produces Channel 4 property show Location, Location, Location.

Flora is set to launch a Pro.Activ mini yoghurt drink this week, which is claimed to lower cholesterol and will compete with a similar product from Benecol.

Its introduction will be backed by a £2.5m TV, press and outdoor campaign. Other products in the Pro.Activ range include low-fat spreads, yoghurts and a semi-skinned milk drink.

Flora senior brand manager Katie Quinton said the TV series was designed to coincide with recent high-profile issues surrounding health.

'Fit Street will show that by using expert advice and making small changes to diet and lifestyle, the health of the heart can be significantly improved,' she added.

Quinton declined to reveal the size of the investment in the series, but described it as 'significant'. The deal was negotiated by MGA Broadcasting on behalf of Unilever.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral