Carb Options was the very first entrant in the 'low carb' sector in the UK; a new, sensible range of lower carb foods, including sauces, pasta, soups and dressings from Unilever.

The objective was to quickly establish the brand through a strong awareness campaign, but also communicate the brand proposition around lower carb foods and product information. A more long-term objective was to acquire customers and consumers, to create a platform for a long-lasting relationship-marketing programme.