Probiotic yoghurt brand Actimel has this January launched a wide-ranging omnichannel campaign as it looks to encourage consumers to kick-start their immune systems this new year.
‘Little Daily Habits’ will run nationwide across paid and earned media, radio, video-on-demand, out-of-home, supported by a PR campaign in partnership with Strictly Come Dancing star Giovanni Pernice.
Assets will aim to position Actimel as the perfect addition to a health-seeker’s daily routine, encouraging supermarket shoppers to make healthier choices through a range of in-store activations.
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“Drastic hacks for your immune system are usually unsuccessful and consumers don’t want to feel bad for not achieving the impossible. When it comes to kick-starting new healthy habits, it needs to feel attainable, fit into routines and not be something we dread,” Danone UK & Ireland head of marketing Rachel Wright said.
“Actimel’s Little Daily Habits campaign launches this New Year as we continue in prime cold and flu season and endeavour to fend off bugs. Rooted in morning routines, we harness the power of movement whilst making supporting our immune system attainable. Through our integrated campaign spanning numerous marketing touchpoints, we hope to target consumers by shining a spotlight on the smaller things with potential to make a big difference.”
Actimel put-of-home content will also be prominent across London’s tube network, whilst a concerted push will be featured across broadcaster catch-up platforms.
