Pharmacy chain Rowlands and Celebrity Slim are to promote their meal-replacement programme through a new national multiplatform campaign created by Guerilla.

The Newcastle based agency has created the campaign as the two companies team up in an effort to help Britain in its fight against putting on weight.

The UK campaign launch will run across national TV, radio, online, print and direct advertising.

The programme - available at all Rowlands Pharmacies – aims to help slimmers quickly lose weight, and keep it off. Users are encouraged to adopt healthy lifestyles, in addition to following the nutritious programme, replacing two meals a day with one of Celebrity Slim’s shakes, soups or bars.