Danone’s Activia has partnered with Rogers-owned properties Cityline and Chatelaine to promote its 30-Day Challenge and position the yogurt brand as a “lifestyle partner.”
Activia is pushing its month-long challenge across multiple Rogers platforms, with exposure on TV, radio, and in Chatelaine, as well as an on-going blogger program dubbed “Tasters and Testers” that will document the writers’ experiences during the challenge. As well, an Activia-sponsored nutritionist will be part of Breakfast Television segments across Canada.
The aim of the campaign is to promote Activia as a staple in the lives of consumers, said Jesse Gainer, marketing solutions account manager at Rogers Media, which owns Marketing.
The 30-Day Challenge requires participants to register at Activia.ca, eat Activia yogurt twice a day and live a healthy lifestyle for a month, in return for the opportunity to win prizes, including one million PC Plus Points, made possible through Danone’s partnership with Loblaws.
To kick things off, Activia is hosting a hula-hooping event at Yonge and Dundas Square on March 27 from 11 a.m. to 2 p.m., in hopes of smashing a previous world record. An Activia-sponsored fitness expert recently appeared on Cityline to discuss the fitness merits of hula-hoops and handed audience members Activia-branded prize packs, including Activia branded hula-hoops. Cityline host Tracy Moore will be on-hand for the event, and is also participating in the 30-Day Challenge.
“Overall, outside the fact that [the hula-hoop workout] is specifically to promote their 30-Day challenge, it’s really to create a brand perception that Activia is a healthy part of anyone’s diet, and that the brand itself embodies a healthy, active lifestyle,” said Gainer. “Activia wants to position themselves as a lifestyle partner.”
Carat Canada, Y&R Canada and National Public Relations also had a hand in developing the six-week campaign.