The trend towards using real people as opposed to celebrities in advertising continues with a new £700,000 (£888,817) campaign to launch Flora pro.active, a new version of the spread. Press for the campaign started this week to be followed by a television treatment starting September 4th.

The campaign was devised in Australia by Lowe Lintas so the testimonial givers are Australian, but according to Leonie Doyle, the product's brand manager, Irish people will feature in the ads towards the end of the year.

The campaign is being run in Ireland by Ogilvy & Mather.