Will yogurt lovers check in two times daily for Danone?

The revived Activia Challenge is focused on deeper engagement and features social-savvy spokespeople to help it break out in a populated market.
theSocialDanone

Now that the BBQs and patios of summer are sadly in the rear-view mirror, Danone is aiming to reach Canadians looking to start fall on a healthy track, with an awareness campaign that leverages spokespeople in English and French Canada.

With media from Carat and creative from Saint-Jacques Vallée Y&R, the brand is bringing back its Activia Challenge campaign. The difference between this edition and the one in the spring is that its newly signed brand ambassadors will be present across the multi-channel campaign, says Julie Bernier, media supervisor, Carat. In English Canada the brand is working with The Social co-host Melissa Grelo, and in French Canada it’s working with personality Patricia Paquin.

The Activia Challenge asks Canadians to eat two Activia yogurts a day for one month, logging in to the website daily for a chance to win prizes, including a blender, gift cards movies and books.

Different consumer behaviour for the female 35 to 54 market in English and French Canada means the brand is activating in different ways for each market.

In English Canada the campaign is being activated through spots during The Social and online through the show’s website, Facebook and Twitter.

Because the Quebec audience spends more time outside of TV and digital there is a slightly different strategy for that market, says Bernier. Partnering with TVA, activations include an Activia green takeover of the cover of Moi et Cie, as well as spots with Paquin on TV and online.

Bernier says the brand chose to work with Grelo and Paquin because of their affinity with the target, and social media presence, giving Activia the ability to have them appear in the campaign’s creative.