Danone picks MSL to lead work on yoghurt launch

Danone has appointed MSL as it launches a new yoghurt and seeks to promote it as a healthy option.

Danio: Promoted as a healthy choice
Danio: Promoted as a healthy choice

The London office of the agency won a pitch to support Danio, a new high-protein strained yogurt.

The brief will see it covering both consumer and healthcare professional-facing work including brand ambassadors, consumer events and media relations.

Julia Lowbridge, marketing manager for innovation at Danone, said: ‘Danio represents a highly significant new product launch for Danone in 2013. Alongside the PR campaign developed by MSL London, we are investing in heavyweight TV, sampling, shopper and digital activity.’

The pitch was led by Lucy Melling, who joined MSL London recently as its strategic innovations director. Melling will head up the consumer campaign, working alongside Niamh Garvey, director of the health division, who will oversee the healthcare professional work.

Melling said: ‘The real message is around the healthiness of the product, and making the product appealing to younger people. The audience may be more traditionally associated with females, but the messaging around protein gives it a more gender-neutral position.’

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