Danone has launched a digital push to support its allergy-friendly children’s product range, Marty’s. The work was created in collaboration withLab, the independent digital agency that uses a blend of consumer neuroscience, psychology and behavioural economics to design, build and market digital brands and experiences.
The Marty’s range, which includes chickpea popped crisps and dairy-free frozen desserts, was developed for their Early Life Nutrition business by Danone’s Manifesto Innovation Accelerator (MIA), the innovation lab which acts as a driving force for new product development.
LAB worked in partnership with Danone to develop the brand character Marty, an alien who lives on planet Zaddja and searches the universe for allergy-friendly foods. The site includes a Marty’s Allergy Card feature, which allows parents and children to create and print out their own personalized allergy card, including their allergies and contact details, which can be clipped on to a bag or carried with them.
The push aims to engage with parents, taking the stigma away from children’s allergies and creating trust, support and fun for families in an area previously known for strain and exclusion of children with allergies.
Creative Agency: LAB
Ipar L’Aimable - Creative Director
Jack Lewis - Lead Project Manager
Marshall Jones - Project Manager
Monny Lam - Senior Designer
Matt Lintott - Operations Director
Matt Lloyd - Digital Planner
Divan Botes - PHP Developer
Ross Lilford - QA/Tester
Front-end Development Partner: FX Digital
Tom Smith - Assistant Creative Director
Clayton Jones - Lead Developer
Luke Nutkins - Project Management Lead