Sunday, January 29, 2023

Danone’s Greek style yogurt brand, Light* and Free launches new £1m Advertising Campaign

Driven by consumer insight that shows how attitudes to dieting have evolved, Danone’s Greek style yogurt brand, Light* and Free, today launches a new £1m 360⁰ brand campaign ‘Light*, Never Less.’ The campaign received overwhelmingly positive results in consumer testing being ranked #1 yogurt ad in the UK.

The campaign highlights how taste is the No.1 driver when choosing a yogurt by celebrating the Light* and Free range of deliciously creamy yoghurts which are full of flavour, thick and creamy and contain no added sugar. Light* and Free believes that despite containing 0% fat and 0% added sugar, you should never compromise on taste and texture.

Tom Hickton, Category Director EDP Marketing for Danone UK&I said: “The way consumers think about their diet has evolved.  They are taking a more holistic and positive approach to health as a preference to restrictive dieting. As a result of that, the new Light & Free campaign is very much focused on tackling the key barriers of the diet category around poor taste and watery texture, showcasing that yes, a product can be 0% fat and 0% added sugar but nonetheless deliciously tasty. That is why we have evolved the full Light* and Free brand positioning to focus on the delicious taste and texture of our products, making it easy for consumers to choose a healthy snack, without compromising on enjoyment.”

Light & Free Greek style yogurts are available in a range of flavours. From fruity everyday favourites to delicious dessert-inspired flavours as well as high protein yogurts which contain 14g of protein per pot. They are all perfect to enjoy for breakfast or as a tasty nutritious snack and the majority of pots are recyclable.

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