Danone Activia launches January ‘Happy Tums’ campaign
Monday January 19, 2015 at 11:51am
Danone Activia is launching a £2.5m marketing campaign, including TV, video ads on websites and interactive experiential shopper pop-ups featuring an in-store ‘Happy Tums’ photo challenge, to encourage women to kick-start a healthy 2015. Featuring Activia Fibre, the campaign features brand ambassador Gok Wan as well as Activia fans, and aims to encourages consumers across the UK to join the happy tummy movement and start the year looking after their digestive wellbeing. This is the brand’s biggest ever digital push in the UK, with investment across social media, homepage takeovers on leading websites and health and fitness apps. In addition, shoppers will be able to pose for their own happy tummy photos in supermarkets across the country as part of a nationwide competition for a wide range of great feel-good prizes. The images will then be used in a geotargeting campaign to encourage more people to take part. 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.” Activia Fibre contains wheat bran fibre that contributes to an acceleration of intestinal transit, so long as people eat at least 10g of wheat bran fibre a day. Sold in more than 70 countries, Activia was launched by Danone in 1987. It contains a unique mix of bacteria which help digestion, including the exclusive Bifidus Actiregularis.