Activia is reminding Canadians to get back on the health track this fall by getting a “daily dose” of probiotics.
The Danone-owned brand has launched its latest Activia Challenge (the second one this year), which invites consumers to eat two Activia yogurts every day for four weeks. Participants can log in online and have the chance to win daily prizes totaling $10,000, including blenders, gift cards and the grand prize of either a trip for two, a shopping spree or a spa package.
This season, Activia has enlisted two new ambassadors to promote the program. In English Canada, the brand is working with Melissa Grelo, co-host of CTV’s daily talk series The Social. And in Quebec, it’s working with television personality Patricia Paquin.
With Grelo, various integrations are planned on the socially interactive show’s various platforms, including The Social’s blog, Facebook page and Twitter account. Paquin, meanwhile, will promote the campaign through advertising and editorial initiatives in TV, social media and print, in collaboration with TVA. For example, the cover of lifestyle magazine Moi et Cie will use Activia’s signature green colour.
The new brand ambassadors “bring an element of creativity and novelty to the campaign,” says Mariline Mailhot, brand manager at Activia.
“The goal is to encourage as many women as possible to take part in the Activia Challenge as a means to adopt healthy eating habits and to have a balanced lifestyle,”says Mailhot. “Partnering with various ambassadors, who act as role models to Canadian women, helps participants to stay motivated and inspired throughout the challenge.”
Activia has partnered with a number of retailers on media assets specific to their banners, such as in-store radio spots.
In-store POS elements were developed to highlight the Activia Challenge, such as bunker headers, base warps and danglers to help drive in-store sales. Free-standing inserts and online coupons are also available to consumers.
In addition, Activia’s packaging was also adapted to feature a bold yellow section dedicated to the Activia Challenge.