Danone has launched a new £1m campaign for its Light and Free Greek style yoghurt brand.
The campaign, which pushing its ‘Light, Never Less’ messaging, aims to celebrate the creamy yogurt range which are ‘full of flavour, thick and creamy’ and contain ‘no added sugar’.
“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,” said Tom Kickton, Category Director EDP Marketing for Danone UK&I.
“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.”
The range contains over 30% fewer calories than most full fat yoghurts, and does contain naturally occurring sugars.