LowLow launched its “Food to Feel Good About” campaign this month, spearheaded by a 72” digital video parody, which takes a humorous look at clichés seen in the world of diet and weight loss ads.
To coincide with its launch, LowLow also published the details of a news study that looks at Irish women’s views on food, diets and the portrayal of women in these ads.
The campaign will see LowLow promote a healthier more positive relationship with food with communications showing women eating in a social environment with friends and carrying the tagline: “For people who count friends not calories”.
Both large and small format ads will be used to support the campaign nationwide, while point-of-sale materials across the trade will feature appetising food photography and carry the line: “For people who choose flavour not fads”.
Commenting on the campaign, LowLow brand manager, Maeve Judge says: “Food is an integral part of a healthy lifestyle and we have a responsibility to promote and portray a more positive, realistic relationship with it. Consumers want more engaging, relevant and helpful communications and that’s what LowLow wants to do. We have spoken to our consumers and are acting on their feedback."