Danone Actimel ‘Back to School’ 2019

The challenge

Today’s consumers want healthier and responsibly produced food and drink products. With its unique portfolio of internationally recognised, health-focused food brands, Danone is a key player in supporting this consumer driven food revolution.

Every year, the back-to-school market provides a significant opportunity for Danone Actimel probiotic yogurt drinks. As with many of their international brands, the autumn campaign for the Irish market had to reflect the messaging and imagery from the Actimel 2019 UK & Ireland TV advertising campaign. Our challenge was to customise key visuals and messaging that were consistent with the TV campaign, while creating a unique full path-to-purchase campaign tailored specifically for Irish consumers and shoppers.


The work

A consistent theme with Danone is to inform shoppers and encourage their choice of healthy products and better-for-you alternatives for moments of indulgence, for both adults and children. With a focus on this simple but powerful message, we developed a full national & localised shopper marketing, outdoor and digital campaign for Actimel, encouraging ‘Back to School’ health preparedness.

The campaign and visual direction were designed to maximise visibility in-store and, importantly, around store location for the brand. Campaign design and illustrations for shopper marketing, outdoor and digital communications included full aisle takeovers and in-store graphics at multiple points of sale throughout stores. Outdoor collateral included transport advertising, localised Adshels, supermarket trolleys and bays and digital dpods throughout shopping centre locations.


The impact

The Actimel campaign achieved significant visibility across all touchpoints and the client was confident that it would hit targets for brand awareness and sales.

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