TV stars Lorraine Kelly and Martine McCutcheon have been signed up by Danone as part of a major health-focused promotional drive for 2010.
The dairy giant has secured a deal with ITV for the Actimel brand to sponsor GMTV with Lorraine. The one-year contract, which started this month, marks Actimel's broadcast sponsorship debut.
Credits are running on the show every day and Actimel has also been given a significant online presence via the GMTV website. "Our sponsorship will help us to connect with millions of mums, encouraging them to take on the day and raising a smile in the process," said Rob Bayne, senior brand manager at Danone UK.
Over the year, 20 different Actimel credits will run on the show, which is on air four days a week.
Martine McCutcheon has also begun promoting the Activia yoghurt brand in a TV ad urging women to get over their Christmas indulgences and give themselves some "Tummy Loving Care".
The former EastEnders actress tells viewers that Activia can easily fit into their daily routine. "I eat Activia every day to help look after my digestive health, so why don't you make 2010 the year of Tummy Loving Care?" she asks, as Gimme Some Lovin' plays as a backing track.
Danone is expecting to gain European Food Safety Authority approval in the first half of 2010 to allow it to state on-pack that the claims that Activia improves gastrointestinal comfort and Actimel supports the body's defences are based on science.
The dairy giant has secured a deal with ITV for the Actimel brand to sponsor GMTV with Lorraine. The one-year contract, which started this month, marks Actimel's broadcast sponsorship debut.
Credits are running on the show every day and Actimel has also been given a significant online presence via the GMTV website. "Our sponsorship will help us to connect with millions of mums, encouraging them to take on the day and raising a smile in the process," said Rob Bayne, senior brand manager at Danone UK.
Over the year, 20 different Actimel credits will run on the show, which is on air four days a week.
Martine McCutcheon has also begun promoting the Activia yoghurt brand in a TV ad urging women to get over their Christmas indulgences and give themselves some "Tummy Loving Care".
The former EastEnders actress tells viewers that Activia can easily fit into their daily routine. "I eat Activia every day to help look after my digestive health, so why don't you make 2010 the year of Tummy Loving Care?" she asks, as Gimme Some Lovin' plays as a backing track.
Danone is expecting to gain European Food Safety Authority approval in the first half of 2010 to allow it to state on-pack that the claims that Activia improves gastrointestinal comfort and Actimel supports the body's defences are based on science.
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