French multinational Danone has strongly backed a new marketing campaign to promote its low-fat Greek yoghurt product, Light & Free, pumping £1 million into the roll-out.
Led by the ‘Light, never less’ brand platform, the new campaign aims to extol the product’s health virtues, having 0% fat and 0% added sugar, whilst telling customers that they don’t “need to compromise on taste and texture” when selecting low-fat products.
The 360 brand campaign is set to launch this week, backed by a TV ad alongside social media and out-of-home materials.
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“The way consumers think about their diet has evolved. They are taking a more holistic and positive approach to health as a preference to restrictive dieting,” Danone UK&I category director for EDP marketing, Tom Hickman said.
“As a result of that, the new Light & Free campaign is very much focused on tackling the key barriers of the diet category around poor taste and watery texture, showcasing that yes, a product can be 0% fat and 0% added sugar but nonetheless deliciously tasty.
“That is why we have evolved the full Light & Free brand positioning to focus on the delicious taste and texture of our products, making it easy for consumers to choose a healthy snack, without compromising on enjoyment.”
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