Danone Canada and its agency TAXI have launched a national creative campaign promoting its ‘revolutionary’ new yoghurt. It is the first flavoured yogurt made with 100% natural source ingredients, traceable fresh milk from a select network of Canadian dairy farms and no added sugar or artificial sweeteners - a groundbreaking new way to appreciate food.
Featuring the tag line, 'It’s Revolutionary (For Yogurt)', and drawing on bold, colourful imagery that puts the product ingredients and claims front and center, the campaign creative will be featured in an on-and offline mix of TV, out-of-home (OOH), online video (OLV), display advertising, social media and public relations.
“A revolution is all about inspiring change, and our new Danone-brand yogurt will give Canadians a new appreciation of how delicious food can be in its natural state. Our campaign is meant to be disruptive for the category, while still having a bit of fun,” says Marie-Ève Girard, director of essential dairy & innovation portfolio at Danone Canada. “We’ve strategically mapped out an activation that will engage a younger generation of ‘on the go’ Canadians while still reaching our core consumer, who wants to make better choices for their family.”
A New Approach to Broadcast and Out of Home
The bilingual campaign’s TV spot puts a humorous twist on a family’s morning kitchen routine by dramatically portraying their reaction when they open a container of the new Danone-brand yogurt. The action shifts to a tongue-in-cheek 'epic' slow-motion sequence that spotlights the ‘revolutionary’ product attributes, including no added sugar, 100% natural source ingredient and fresh milk from local farmers they know.
The objective of the spot is to demonstrate the product’s benefit in a lighthearted manner. An OOH campaign is anchored by a month-long activation in Toronto’s Yonge – Dundas Square, featuring a digital takeover with visuals of blueberries that burst from a Danone yogurt cup and jump across three screens. Outdoor digital activations are also planned for Montreal and Vancouver, and grassroots activations will take place in all three markets throughout the summer. Online tactics include 6-, 15- and 30-second online videos and display advertising. A team of 15 wellness and healthy living influencers from across Canada and Quebec will feature the yogurt on their Instagram feeds, including Angela Price, Yan Cacchione and Nikole Goncalves, and will encourage followers to reduce their consumption of products containing added sugar on a daily basis.
Packaging as a Medium
The new Danone brand platform was conceived with the product’s unique attributes in mind. The packaging architecture gives priority to storytelling in order to efficiently communicate the brand’s essence along with key product benefits.
Available surface optimisation provides more information portrayed by a combination of natural watercolor illustrations, pictograms and words. Each flavor’s packaging offers a different theme and message.
Danone took advantage of digital printing, a first for its products, in order to print several cooking tips and a wider variety of recipes, hence educating consumers on how to cook with yogurt.
Giving Back to the Community
This new Danone brand yoghurt will also benefit the company’s longstanding partnership with Breakfast Club of Canada. For more than 20 years, Danone has worked alongside Breakfast Club of Canada to nurture children’s potential by giving them access to a nutritious breakfast in an environment that allows their self-esteem to grow and flourish. The Breakfast Club logo is featured on the product packaging to reinforce the company’s commitment to engaging consumers in its quest to build a healthier world through food. The new Danone-brand yogurt is available in a convenient 4 X 100g format (Blueberry, Cherry, Peach Mango and Raspberry flavours), for a suggested retail price of $2.99, at grocery and big-box stores across Canada. Plain and Vanilla flavours are exclusively available in a 650g format for a suggested retail price of $4.19.
Marie-Ève Girard, Director of Essential Dairy & Portfolio Innovation
Marie-Claire Forget, Brand Manager
Alexis Bronstorph & Kelsey Horne – Executive Creative Directors
Scott Beffort – General Manager
Chris Walker – Art Director
Pete MacInnis – Writer
Geneviève Vincent – French adaptation
Eastern Yoo & Émilie Trudeau-Rabinowicz – Producers
Michael Strasser – Director of Operations
Shawne Elnicki – Account Manager
Sandra Cardoso – Group Account Director
Melissa Giorgio – Strategy Manager and Planning Lead for this campaign
Peter Szkolny – Planner/Buyer
Luna Jiao – Assistant Planner/Buyer
Kristin Gable – Account Director
Sébastien Boudreau – Project Lead
Pascale Larouche – Media Relations
Olivier Chevillot, Creative Director
Elyse Boulet, SVP, National Managing Director
Christina Essue, Director of Strategy
Armelle Dubourg, Group Account Director
Catherine Alarie, Account Director
Philippe Morin, Production Director
Théo Steff, Graphic Artist
Jocelyne Bouchard, Illustrator
Michael Linnington, Recipe Creator
Victor Davoine – General Manager
Catherine Blais - Account Director
Roman Swietlik – Senior Project Manager
Chelsea Thompson-O’Brien – Senior Strategist
Maxinne Abuyuan – Creative Director
Corey Litvak – Associate Creative Director
Michelle Cantin-Reid – Copywriter
Jonatas Moraes – Solutions Architect
Léa Campinos – Account Director
Waita Mendoza – Project manager
Sandra Desjardins – Art Director
Crystal Beliveau – Copywriter
Marc Ouellet - Graphic Artist
Daniel Poirier - Creative Director