Yakult picks Red Consultancy to position it as probiotic pioneer

Yakult has chosen The Red Consultancy for a major campaign to emphasise that it was the first probiotic drink on the market.

Probiotic brand: Yakult
Probiotic brand: Yakult

The Japanese dairy company has asked Red to run a PR campaign to fit in with new advertising that will launch in January, using the theme ‘Listen to your Gut’.

Red’s campaign will focus on educating consumers about how to maintain gut health and why it is important. It will aim to position Yakult as the pioneer of the probiotic drinks sector. Key targets will be national print and broadcast media, but the agency will also handle digital PR.

Red won the six-figure account following a four-way pitch. Trimedia previously held the account. Red’s director of consumer health and public sector Georgie Chapman will lead the account, reporting to Yakult’s UK PR manager Judith Mann.

Mann said: ‘Yakult has high brand awarness and is synonymous with health, being the first probiotic drink to launch in the UK. We believe the new campaign will allow us to strengthen our relationship with our current consumers while the integrated marketing approach will help others understand more fully the relationship between gut and health.'

Yakult currently has 10.4 per cent share of the market.

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