Leading cholesterol-lowering food brand, Benecol, has appointed PHD Manchester to handle its media planning and buying . The account includes management of the UK media strategy across both online and offline channels for the brand’s range of spreads, yoghurts, bars and drinks.

“PHD Manchester’s data-led approach and creative insights demonstrated a clear understanding of our core audiences, our objectives and our commitment to Benecol’s vision for growth in the UK,” said Annika Suomela, Head of Marketing for Benecol in Raisio, parent company of Benecol. “We are excited to leverage PHD’s significant food and beverage experience to deliver the kind of media strategy and campaign innovation that appeals to informed and health-conscious consumers.”

Benecol’s account team will be led by Mark Worth, performance media director at PHD Manchester.

“Changing food consumption trends among UK consumers make this an exciting time to be working with a respected brand like Benecol,” said Worth. “We’re keen to help the brand drive media efficiencies and expand its reach among audiences that are focused on effectively managing their cholesterol health.”

Benecol is the latest brand to join PHD Manchester’s growing Food and Beverage portfolio, which includes clients such as Oatly, IRN-BRU, Edinburgh Gin, Rubicon, Skippy and SPAM.

Read the original article on Campaign.