Danone is launching a new media campaign to promote its new Activia Fibre pots and raise consumer awareness of general digestive wellbeing.
The £2.5m campaign will feature Activia brand ambassador and a number of consumers, incorporating elements from TV, digital and pop-up events from across the UK.
It will include Activia taking over a number of websites and health and fitness apps, as well as encouraging British shoppers to take part in a photograph competition for the chance to win one of a range of different prizes. Their images will then be used in a geotargeting campaign to encourage greater participation with the campaign.
Blandine Stefani, marketing director for Danone UK, said: “After the indulgence of Christmas, consumers are looking to make a fresh start to the New Year. One step towards a better digestive wellbeing is Activia Fibre pots, which have a tasty combination of Activia yogurt and wheat bran fibre.”
“We are very excited about this huge… through-the-line campaign. We are confident it will build Activia’s relevance at a key time of the year and, as a result, drive category growth.”
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