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Danone breaks yogurt campaign

Dairy company Danone Canada of Boucherville, QC has begun a national advertising campaign in support of a new Danone-branded flavoured yogurt line. The campaign uses the tagline, “It’s Revolutionary (For Yogurt).” The creative focuses on the natural source ingredients and Canadian dairy products used in the product, as well as its lack of sugar and artificial sweeteners. The campaign includes television, out-of-home and display advertising, as well as online video, social media content and public relations. The campaign was developed by Taxi, with support from Wavemaker, National, Pigeon, Mirum and Bob.

“A revolution is all about inspiring change, and our new Danone-brand yogurt will give Canadians a new appreciation of how delicious food can be in its natural state,” said Marie-Ève Girard, director of the essential dairy and innovation portfolio at Danone Canada. “Our campaign is meant to be disruptive for the category, while still having a bit of fun. We’ve strategically mapped out an activation that will engage a younger generation of on-the-go Canadians while still reaching our core consumer, who wants to make better choices for their family.”

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