Canderel has appointed Cirkle to recruit consumers to low calorie sweeteners. The high profile campaign will elevate both brand and category awareness. “We are delighted to be working with Canderel on a high impact, lifestyle-driven campaign to engage the brand’s core female target audience, and position low calorie sweeteners as the healthy alternative to sugar.” says Ruth Allchurch, MD, Cirkle. The integrated consumer campaign – comprising earned, owned and paid activity across multi-channel platforms, will drive positive sentiment, and will kick off immediately amid the traditional New Year ‘diet’ agenda and current anti-sugar climate.

www.canderel.co.uk