Danone goes Greek with new campaign

Danone Canada has launched a national campaign promoting its new Activia Greek yogurt, which comes in six flavours. The campaign, created by Y&R‘s Montreal office, includes TV spots in English and French, digital ads, as well as billboards in Vancouver, Toronto and Montreal. The TV spots run for four weeks, while the billboards will be […]

Danone Canada has launched a national campaign promoting its new Activia Greek yogurt, which comes in six flavours.

The campaign, created by Y&R‘s Montreal office, includes TV spots in English and French, digital ads, as well as billboards in Vancouver, Toronto and Montreal. The TV spots run for four weeks, while the billboards will be up until mid-March.



“The key messaging is ‘all the goodness of Activia, now available in Greek,’” said Anne-Julie Maltais, external communication manager at Danone in Boucherville, Que.

Billboards feature the headline “Activia Goes Greek,” while the TV spot focuses on a woman’s morning routine.

On the PR front, Danone did a major media drop so influencers could taste the new product and, hopefully, talk about it, said Maltais.

Activia is the latest yogurt brand to get in on the Greek yogurt phenomenon, which was pioneered by Chobani in the U.S. In Canada alone, the Greek segment is now number-one in the yogurt category and represents 25% of total yogurt sales, according to Nielsen. Among the 83 new yogurt launches in 2013, 66% were in the Greek segment.

“Greek yogurt is so popular right and our fans are really loyal—we had quite a few e-mails and phone calls because they wanted Activia in the Greek format,” said Maltais.

The Greek yogurt launch is the first big initiative for the brand in 2014, the year it celebrates its 10th anniversary. Maltais said more big news is to come. “The idea is to make sure that all year long, we’ll have innovative and creative communications,” she said. “Activia Greek was the first step.”

Brands Articles

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review