• Danone Activia, the category’s biggest advertiser, splashed out a cool £9.1m on advertising its brand in 2012 after enlisting the help of new poster boy Gok Wan.
  • Meanwhile, Müller signed Miranda Hart to plug its Best of British Corners range. She did the voiceover for the TV ads, which pushed new variants launched to coincide with the ‘Great British Summer’.
  • Müllerlight - the only one of the top three spenders to achieve value growth last year - went all mythical to plug its Greek offerings in TV ads featuring female centaurs.
  • This year looks set to get interesting when it comes to ads: The Collective has launched a Cow of the Year 2013 campaign, asking shoppers to submit photos of the UK’s prettiest cow for a chance to win £1,000.

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Yoghurts and pot desserts: a healthy obsession?