Holly Willoughby fronts £25m Optiwell campaign
Friday August 28, 2015 at 8:55am
FrieslandCampina UK has recruited This Morning presenter Holly Willoughby to be brand ambassador for the launch of its new healthy yogurt drink Optiwell as part of a four-year marketing campaign valued at £25m. Optiwell has identified its target audience as the UK and Ireland’s three million health-conscious women aged 25 to 40. Willoughby, 34, has an obvious appeal to these consumers, FrieslandCampina says, pointing to her 1.3m Facebook fans and 6m Twitter followers. The campaign, with the tagline “Optiwell. Thank Goodness”, will use national advertising including outdoor, women’s press and online plus digital activity to raise awareness and audience reach, sampling to encourage consumer trial and shopper marketing activity to drive interest at point of purchase. The product is being primarily positioned as a delicious and refreshing alternative to unhealthy snacks and drinks with no added sugar, only 64 calories per 200ml glass and zero fat. It will be available from September in 330ml on-the-go and 1-litre in-home formats, in strawberry & raspberry and peach & apricot flavours, made with natural fruit juices. Tracey Barney, managing director of FrieslandCampina UK, says: “Optiwell has an important role to play in the market. It will appeal to the millions of women who are looking for a healthy and refreshing alternative to unhealthy snacks and drinks. The backing of a leading dairy company like FrieslandCampina will allow it to become a valuable, established brand in the UK. As a delicious healthy yogurt drink aimed at adults, it will create a new, dairy-based sub-category.” FrieslandCampina UK is the UK subsidiary of Dutch dairy giant, Royal FrieslandCampina, one of the five largest dairy companies in the world with annual turnover of €11.4bn. The same product has already been launched successfully in the Netherlands, although under the brand name Optimel. In Germany, it is sold under the Optiwell name, presumably because Optimel is a brand name for eye drops in that country, as it is in the UK.