PHD and Blue Ribbon use geo-location to target calorie conscious customers

PHD and Blue Ribbon have launched a campaign which tells customers how many calories they could burn walking to buy its new range of low calorie ice creams.

The campaign uses geo-location targeting to serve ads that calculate the number of calories one can burn on the walk to the closest location.

Unilever’s Melanie Chen said: “We know that Aussies are looking to adopt healthier lifestyles but don’t want to compromise on taste, especially when it comes to treats and dessert.

“With our new range of tubs that tell you how many calories are in the entire tub, we know this will attract the attention of health enthusiasts.”

An average short walk to the shops would burn around 60 calories which PHD says would mean customers could justify three scoops of the new dessert.

PHD’s group business director on the Unilever account, Kathryn Furnari, added: “This campaign is really about having some fun with the notion of the indulgence and fitness.

“By explicitly showing people through each channel that they are able treat themselves and not feel bad about it, with an idea that makes perfect sense for our target audience.

“With exercise and then ice cream, fewer calories have never tasted so good.”


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