Danone has appointed MSLGroup as it launches a new yogurt and seeks to promote it as a healthy option.
The agency's London office won a pitch to support Danio, a new high-protein strained yogurt.
The firm will cover both consumer and healthcare professional-facing work, including brand ambassadors, consumer events, and media relations.
“Alongside the PR campaign developed by MSL London, we are investing in heavyweight TV, sampling, shopper, and digital activity,” said Julia Lowbridge, marketing manager for innovation at Danone.
Lucy Melling, who joined MSL London recently as its strategic innovation director, led the pitch. She will lead the consumer campaign, working alongside Niamh Garvey, director of the healthcare division, who will oversee the work targeting healthcare professionals.
“The real message is about the healthiness of the product, and making the product appealing to younger people,” said Melling. “The audience may be more traditionally associated with females, but the messaging around protein gives it a more gender-neutral position.”
This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.