Danio: Hunger cry

Frances Kehinde

This case study explains how danio, a new yoghurt brand from Danone, used an integrated campaign to increase relevancy and awareness in a crowded market.

Danio: Hunger cry

Frances Kehinde

Campaign details

Brand: danioBrand owner: DanoneLead agency: Naked Communications, MECContributing agencies: Knock Knock, AnarchyCountry: United KingdomIndustry: Dairy products, fats, oilsChannels used: Content marketing, Events & experiential, Games & competitions, Online video, Outdoor, out-of-home, Social mediaMedia budget: Up to 500k

Executive Summary

Amid increased competition from cheaper 'me too' supermarket own labels, danio was fast losing the fight for relevancy, visibility and, ultimately, the customers' share of wallet.

In short, they were being squeezed out of the market.

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