LONDON — Functional food brand Benecol, which makes a range of products to lower cholesterol, has appointed The Fourth Angel to handle all consumer communications.

As part of the retained brief, spanning PR and influencer work, the agency will focus on driving awareness around Benecol’s product portfolio and building engagement with consumers on the importance of cholesterol management.

The team will be working with healthcare practitioners and key opinion leaders as well as supporting the brand’s integrated marketing campaigns and amplifying above-the-line creative work.

Paula Nelms, head of marketing at Benecol, which is part of the Finnish Raisio group of food brands, said: “The Fourth Angel impressed us with their strategic thinking, consumer communications expertise and shared ambition to drive home the importance of cholesterol management. Their creative ideas were impressive and rooted in a smart strategy. We’re really excited about our partnership and delivering a meaningful campaign that will resonate with our loyal customers as well as new audiences.”

The Fourth Angel CEO Angie Moxham added: “We are thrilled to be working with Benecol and helping them on the next stage of their growth. Benecol is such a distinctive brand with an important underlying health message that needs to be authentically and sensitively communicated to a broad range of stakeholders.”

Benecol joins Pukka Herbs and Organix in the agency’s food, drink and health client portfolio.