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danio calls on Brits to unleash their #HungerCry

Friday June 19, 2015 at 3:15pm
Consumers are being offered the chance to win free danio yogurt by unleashing their hunger cries, as part of a campaign for the Danone owned thick yogurt brand. danio’s ncludes social media, out of home print ads, video on demand and experiential – this last sees Londoners visiting Shoreditch’s Box Park and Spitalfields Market challenged to win a free danio by unleashing their hunger cries to a specially designed vending machine developed with Anarchy Ltd. Designed to target young consumers between 18 and 34, the campaign will hit first on social media with influential viners and Facebookers Arron Crascall, Ben Phillips and Anto Sharp unleashing their individual ‘hunger cries’. The initial phase will be followed by print ads in strategic out of home locations and ads on Video On Demand, all created from influencer content. Ines de Bodard, brand manager at Danone, says: “This creative campaign is designed to connect with our core consumers in a completely new way for the brand. By tapping into their hunger in a funny and disruptive way, this humorous campaign will drive deeper engagement and meaning for danio amongst our core demographic.” danio worked with digital agency Naked on the social media aspect of the campaign. danio’s special recipe and straining method uses twice the milk of standard yogurts to make it extremely thick and naturally high in protein. Each pot is filled with super-thick strained yogurt, layered over fruit compote.
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