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Danone Canada begins Activa Challenge promotion

Dairy company Danone Canada of Boucherville, QC has resumed its "Activa Challenge" promotion in support of its Activa line of yogurt. Aimed primarily at women between the ages of 29 and 39, the campaign encourages consumers to "achieve balance and feel empowered to fulfill their complete potential" by eating yogurt twice a day for two weeks and by spending two minutes per day focusing on their own well-being. Participants can sign-up for the initiative until Feb. 20 at <>.

The challenge will be supported by 15- and 30-second television commercials and online videos featuring television personality Dina Pugliese and short-track speed skater Marianne St-Gelais. Other elements will include in-store materials in IGA and Loblaws grocery stores, transit advertising in Montreal, internet advertising, social media activities and an influencer program.

"Activia consumers strive to maintain a healthy lifestyle while taking a holistic approach to their wellness," said Geneviève Bolduc, marketing director at Danone Canada. "This latest edition of the Activia Challenge maintains the momentum of our landmark 'Live InSync' campaign, which launched in fall 2016, by encouraging women to achieve inner balance by adopting long-term healthy lifestyles starting in January."

The campaign was developed by Y&R Group in association with Taxi and Mirum. Social media work is being conducted by Carl, media work is being handled by Carat, while public relations are being managed by National. Point-of-sale work is being done by Publicis.

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