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.
Looking at the...