Danone Activia has launched a £2.5m media campaign featuring its Activia Fibre yoghurt to build category growth and brand awareness.
The campaign, which features brand ambassador Gok Wan and Activia consumers, will run across TV, digital and social media channels, alongside interactive experiential shopper pop-ups, in what the FMCG company is hailing as its “biggest ever” digital push in the UK.
Blandine Stefani, marketing director at Danone UK said: “After the indulgence of Christmas, consumers are looking to make a fresh start to the New Year.
“We are very excited about this huge, unmissable 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.”
In addition, shoppers will be able to pose for “happy tummy” photos in supermarkets across the country as part of a nationwide competition for a wide range of prizes. The images will then be used in a geotargeting campaign to encourage more people to take part.