With the start of the new year, many Canadians are focused on improving their diet and gut health. In response to this, Activia is launching a new integrated campaign for its “Gut Health Challenge,” inviting Canadians to consume two daily servings of the brand’s probiotic yogurt for 14 days. Although the brand has launched similar challenges in the past, it has decided this time to invest less in TV and focus more on digital platforms.

“Our current media spend reflects an evolved strategy that builds upon past successes while adapting to changing consumer behaviours,” Marie-Andrée Jauron, senior brand manager at Activia, tells MiC. “While we continue to invest in traditional TV advertising, we have significantly increased our focus on digital channels to capture the growing audience on digital streaming platforms.”

The campaign, which is targeted to all consumers, but with an emphasis on women aged 35 to 64, also includes collaborations with influencers, as well as PR. Activia has established content partnerships with a roster of dietitians and nutritionists to promote the campaign across social and digital channels throughout the year. Two of these creators also appeared in an Elle Canada and Elle Quebec digital and print content activations.

Jauron says it will also run a multi-phase content campaign on Pinterest, leveraging the social network’s Premiere Spotlight feature, which allows advertisers to use maximum-width videos and exclusive placements on its home and search pages for an entire day. This ad was strategically chosen for the day before many people return to work after the holidays, a key seasonal time when gut health is a priority, according to Jauron.

The media plan also includes English-language and French-loanguage TV spots.

Media is led by Wavemaker, social and influencer marketing is managed by Bon Club and PR is being handled by National. Havas is behind the creative.

“The core message of this campaign is to educate Canadians on the importance of gut health and position Activia as a simple and delicious solution to support their overall well-being. This aligns with our brand positioning as the undisputed leader and pioneer of probiotic yogurt,” Jauron says.

Jauron notes the initiative builds on the momentum of previous campaigns that encourage Canadians to sample the brand for their gut health by eating two servings each day for the same number of days. According to her, the challenge is a simple but effective way for consumers to experience first-hand the benefits of Activia.