Television adverts will resume next week

New figures show almost two-thirds of people asked for feedback had switched to a better diet.

But the statistics come ahead of a BBC programme in which nutritional experts have criticised the executive's policy.

The healthy living study showed that 65% of people surveyed claimed to have made a change to their own or someone else's diet after learning about the campaign.

Those questioned said they were now eating more fresh fruit and vegetables and less fried and fatty food.

It is still early days, but I am delighted to see such a positive start Tom McCabe, Deputy health minister

In the first 12 weeks the telephone line received 18,437 calls and sent out 26,566 information packs.

The figures also showed that 84% of the public were aware of the campaign, which was launched in January and has been backed by a high-profile TV advertising blitz.

Officials are also encouraged that 43% of those who have contacted its telephone advice line and website have been from poor backgrounds - where health problems linked to poor diet are highest.

Deputy Health Minister Tom McCabe welcomed the findings, which cover the three months of the campaign.

The idea that advertising should be used as the front-runner for changing people's diet is a nonsense Professor Philip James, World Health Organisation

He said: "Poor diet is a problem for all of Scotland, with the resulting burden of disease - high rates of heart disease, stroke, cancer, diabetes and obesity affecting every community in this country.

"The healthy living campaign is designed for the long-term to encourage and sustain a change in attitudes towards healthier eating.

"It is still early days, but I am delighted to see such a positive start."

However, an investigation into the campaign by Frontline Scotland has raised questions over how effective it can hope to be.

Professor Philip James is the chairman of the international obesity taskforce with the World Health Organisation.

The advice encourages eating fruit and veg

"The idea that advertising should be used as the front-runner for changing people's diet is a nonsense, it's been disproved over many years," he said.

"It's very worrying when you consider that the World Health Organisation in the last few weeks has classified these sort of campaigns as the lowest possible public health initiative that one should take if one's trying to cope with heart disease, diabetes, cancer and the problems of obesity."

The second phase of the advertising campaign is due to begin on Sunday and last for four weeks.

It will then be followed by press and billboard adverts at the beginning of August.

The healthy eating advice line can be contacted on 0845 2 78 88 78.

Frontline Scotland will be broadcast at 2235 BST on Tuesday.