Danone’s Light & Free launches £1million advertising campaign

Danone’s Greek yoghurt brand Light & Free has launched a new £1million 360⁰ brand campaign under the slogan ‘Light*, Never Less’.

The campaign highlights how taste is the #1 driver when choosing a yogurt by celebrating the Light & Free range of creamy yogurts. The brand said that despite Light & Free containing 0% fat and 0% added sugars, “you never have to compromise on taste and texture.”

The campaign will launch with new creative assets on TV starting this week, amplified via social media and an outdoor campaign. This will be supported by retail support both in-store and online, as well as a takeover of the ITV hub.

Tom Hickton, Category Director EDP Marketing for Danone UK&I said: “The way consumers think about their food has changed. They take a more holistic and positive approach to health rather than a restrictive diet. As a result, the new Light & Free campaign is very focused on tackling the main barriers in the health category around bad taste and watery texture, showing that yes, a product can contain 0% fat and 0% added sugar, but still deliciously tasty. That’s why we’ve evolved the comprehensive 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.