light never less

Source: Danone

The campaign will push the idea that consumers don’t need to sacrifice taste when choosing a low-fat yoghurt

Danone has launched a £1m marketing campaign to highlight the taste credentials of its low-fat Greek-style yoghurt brand Light & Free.

The food and drink giant’s ‘Light Never Less’ campaign aimed to show consumers they “don’t need to compromise on taste and texture” when eating a low-fat product, Danone said.

The yoghurt will form the centre of a campaign with a “down to earth and playful tone”, Danone said. It launched last week with new creative assets on TV, amplified via social media, an ITV Hub takeover from 7 June and a high-impact outdoor campaign. The activity will also be supported with strong retail support both in-store and online.

The campaign built on consumer research that suggested diets had shifted to be more “holistic and positive” rather than “restrictive dieting”, Danone added.

“The new Light & Free campaign is very much focused on tackling the key barriers of the diet category around poor taste and watery texture, showcasing that yes, a product can be 0% fat and 0% added sugar but nonetheless deliciously tasty,” said Tom Hickton, category director for EDP marketing for Danone UK&I.

“That is why we have evolved the full Light & Free brand positioning to focus on the delicious taste and texture of our products, making it easy for consumers to choose a healthy snack, without compromising on enjoyment.”