Danone nabs Tesco staffer

Tesco's head of corporatemedia relations has moved to Danone to spearhead a renewed PR focus on UK consumers.

Trevor Datson joins Danone as external communications director, with responsibility across both Danone Dairies UK and Danone Waters UK.

Datson will lead a PR drive promoting the group’s leading brands as daily ingredients in a healthy and active lifestyle.

Actimel and Activia will be marketed around their preventive health benefits, as evidenced by a new TV campaign featuring football legend Bobby Charlton for Actimel.

‘Danone is all about health,’ said Datson. ‘Our naturally sourced waters are seen more as an alternative to soft drinks than to tap water, and we want to push the health advantages our products have over sugary carbonated drinks.’

Danone currently uses a number of agencies in the UK, including Burson-Marsteller and Publicasity.

Datson was previously Reuters’ European retail correspondent for ten years and then joined Tesco in 2006.

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