Irish use 'superfood' campaign

Radio adverts with quirky voiceovers create personalities for a range of goods, including wholemeal bread. The bread character explains that switching from white bread to wholegrain can provide health benefits, as wholegrain breads contain carbohydrates, fibre, iron and B vitamins.

Radio adverts, posters and trolley slogans in supermarkets and leaflets convey the message in the campaign, which ran in November and January. Funded by the British and Irish departments of health, it is hoped to extend the campaign onto TV and throughout the year.

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