Allergy friendly range Marty's launches to remove stigma around allergies

Danone have launched an allergy-friendly children's range called Marty's to remove the stigma around allergies.

Food company Danone has unveiled a series of fun animations and video assets to launch its allergy-friendly children's product range, known as Marty's.

Created in partnership with digital agency, LAB, the 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 dedicated Marty’s digital platform tells the story of the brand's character Marty, who is an alien that lives on planet Zaddja and searches for allergy-friendly foods.

The site also includes a Marty’s Allergy Card feature, which parents and children can fill out and print so that kids have their own personalized allergy card, detailing their allergies and contact details. These can be easily clipped on to a bag or carried with them.

LAB and Danone have also created a series of short videos - due to be released soon - which showcase allergy-friendly recipes.

The aim of the campaign is to take the stigma away from children's allergies by creating a safe, supportive and most importantly, fun environment in which children can talk about their allergies.

Tanya Pitchforth, Danone's project founder said: “We understand from listening and talking to parents and children there is a growing demand for greater choice and increased confidence when it comes to free-from foods, which is why we’re thrilled to bring this new range to market. The digital platform and social content we’ve created in partnership with LAB will helps us to support parents whose children are affected by allergies, in a fun and inspiring way.”

Ipar L’Aimable, LAB creative director said: “We are very excited to have formed a creative partnership with Tanya and the MIA team at Danone on Marty’s. As someone who has allergies myself, the project pulled on my heartstrings the moment the brief landed. We are proud to have created something which is vibrant, inclusive, informative and fun with the ethos, ‘Supporting the parent, empowers the child’. Marty’s fantastic journey has just begun, and we can’t wait to be taken along for the ride.”

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