Danone is launching what it claims is its biggest ever winter campaign for drinking yoghurt Actimel, fronted by TV and radio presenter Gabby Logan.
The £3.1m push will include TV, press and outdoor advertising, as well as an on-pack promotion.
Aimed at mums who would like an active and healthy lifestyle for their family, the ‘Come out and play this winter’ encourages families to rediscover the joys of winter by getting outdoors and staying active throughout the season.
An exclusive eight week on-pack promotion will run from November on seven million Actimel packs, offering shoppers the chance to win 50,000 prizes ranging from ski lessons and ice skating to exclusive tickets to Christmas markets.
“We’re engaging with the millions of health-conscious mums in the UK that want the whole family to stay active and enjoy winter,” said senior brand manager Rob Bayne.
Focus On Functional Foods (29 May 2010)
Focus On Yoghurts & Pot Desserts (10 April 2010)