Danone: Eat like a champ
Agency name: INITIALS MARKETING LTD Client name: DANONE UK Category: Cause or Charity/Non-profit Marketing
BACKGROUND
Year 5 (9-10 years) school kids are a challenging target for any brand! They are increasingly streetwise, brand-savvy and cynical about being sold to, especially by brands that they perceive as being ‘not for me.’ Children's obesity and lack of exercise are issues common to many countries these days and for a brand to tackle these problems is an ambitious challenge.
The agency considered that to succeed, a highly innovative idea would be needed which,...