Danio, a new thick yogurt range from Danone, has unveiled an outdoor campaign in London with MEC.
The range, which launched in January, is set to run for two weeks and include six special build sites around London as well as animated rail panels at main stations to target commuters from Greater London and the South East.
Sophie Pemberton, comms planning manager at MEC, said: “This is new and exciting media territory for Danone and it’s great that they have chosen a targeted London-based approach for the campaign. We’re eager to see how this type of activity impacts the launch of Danio so that we can consider how best to use this channel for future campaigns for other Danone brands.”
The creative, designed by Y&R, will focus on Danio’s animated ‘doodled’ characters as featured in the TV spot which was unveiled in April.
Ceyda Tort Turgay, Danio senior brand manager said: “We’re delighted that Danio is taking over London with a high impact outdoor campaign. It will be exciting to see Danio featuring in some of the most high profile spots around the capital and we look forward to seeing this translate into sales of our fantastic new product.”