Danone: Eat like a champ

In the UK, approximately 30% of boys and girls aged between two and 15 years old are overweight. Danone decided to address the matter as part of their CSR programme.

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,...

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