Investing in health

Danone Strawberry
The brand has been appearing on ITV.

DANONE has been spending big on its Light & Free yogurt brand, investing £1m in an advertising campaign launched last month.

The yogurt brand, which boasts a ‘high in protein’ range, has been appearing across outdoor advertising sites, online and on video-on-demand service ITV Hub.

Through the campaign, Danone has been championing the brand’s taste credentials and the fact that these are achieved with no added sugar.

Tom Hickton, category director EDP marketing at Danone UK & Ireland, said: “The way consumers think about their diet has evolved.

“They are taking a more holistic and positive approach to health as a preference to restrictive dieting.

“As a result of that, 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.”