Actimel’s new campaign Little Daily Habits launches this January to encourage consumers to support their immune system. When it comes to kick starting new healthy habits, success is more likely when built on little daily habits such as movement and exercise, and fitting Actimel into your morning routine as an easy and tasty way to support your immune system.
The Little Daily Habits campaign spans paid, earned, radio, VOD, OOH and shopper marketing and as part of the PR campaign the brand has teamed up with professional dancer Giovanni Pernice to create ‘Moves for Im-Move-Ity’; little daily dances which fit seamlessly around morning routines to support the nation’s immune system. Giovanni will be teaching his ‘Moves for Im-Move-Ity’ at an exclusive public dance lesson at the renowned London studio, Danceworks, on Wednesday 22nd February, with limited tickets available here from 6th February. ‘Moves for Im-Move-Ity’ is backed by top immunologist, Dr Jenna Macciochi, who promotes the benefits of regular, moderate exercise such as dance, and other Little Daily Habits, as a more sustainable way to support our immune system.
Health seekers will be encouraged to adopt Actimel as a little daily habit by being unmissable in key channels – from appearing in their morning commute across tube and rail OOH, to gracing the screens of TV catch up channels. They will also be targeted by national radio networks, upweighting to mornings and aligning to news broadcast every Monday in January. Partner data and targeting capabilities will be leveraged to ensure online video and digital display assets are positioned against relevant content.
The campaign is supported by search, ecommerce and shopper activity, encouraging shoppers to add Actimel to their basket during heightened demand. Shopper activity will drive action, with online and on-site display to maximise visibility in major supermarket retailers including Tesco, Sainsburys and Asda. Through key visuals, shoppers will be encouraged to make healthier choices and keep immunity top of mind in January and throughout the year.
Rachel Wright, Head of Marketing at Danone UK & Ireland comments, “Drastic hacks for your immune system are usually unsuccessful and consumers don’t want to feel bad for not achieving the impossible. When it comes to kick-starting new healthy habits, it needs to feel attainable, fit into routines and not be something we dread. Actimel’s Little Daily Habits campaign launches this New Year as we continue in prime cold and flu season and endeavour to fend off bugs. Rooted in morning routines, we harness the power of movement whilst making supporting our immune system attainable. Through our integrated campaign spanning numerous marketing touchpoints, we hope to target consumers by shining a spotlight on the smaller things with potential to make a big difference.”
To learn more about how to support your immune system please visit: https://www.actimel.co.uk/immune-system
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