We all know saturated fats aren’t good for us, but few of us really understand why, or really think about what steps we need to take to reduce our intake. We worked with the Food Standards Agency to try and combat this problem. The public health campaign included TV and press ads, digital marketing, outdoor, PR and in-store activity to promote a range of simple, positive and practical steps that could be easily adopted to benefit health. A straight talking TV advert ran to help make consumers aware of the importance of cutting down on saturated fat. Beautifully shot print advertisements showed consumers how they could do this by promoting 11 simple, positive and practical steps that can be easily adopted. As well as online ads, digital marketing activity included a downloadable fridge which provided tips on how to cut down on saturated fat and over 200 imaginative low-fat recipes.