Danone launches new yogurt at fitness centres
Danone of Boucherville, QC has begun an out-of-home advertising campaign to launch its Silhouette Greek yogurt brand. The national campaign was developed by Zoom Media of Montreal, with media work handled by Havas Media. The initiative makes use of digital signage and video advertising in participating Energie Cardio, Goodlife Fitness, Nautilus Plus and Curves fitness centres, accompanied by a sampling program and coupon distribution. The creative promotes the product as part of a lifestyle that includes healthy eating. The campaign will run until Feb. 2.
"The fitness network provides us with the ideal environment to reach Silhouette Greek's potential consumers," said Isabelle Pelletier, accounts director at Havas Media. "As it is a busy time of the year for gyms, the campaign is relevant as ever."