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U.K. hopes slug will inspire salt cuts

By Published on .

[London] As U.K. marketers scramble to promote healthier eating to prevent a government crackdown on food advertising, the government-backed Food Standards Agency (FSA) is urging the British public to cut salt intake in a $7 million campaign featuring a 6-foot computer-generated garden slug called Sid. In ads by WPP Group's HHCL/Red Cell, London, Sid highlights the link between salt and increased health risks. The slug character was chosen because salt kills slugs, and the FSA hopes the endearing Sid will appeal to children and families. The campaign broke last week and includes TV, print, poster, PR and a Web site (salt.gov.uk).
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