Danone's broadening of its Shopper Marketing Breakfast initiative
Danone North America's Mornings Upgraded program, running from January 1 to February 28, has proven to be a successful shopper marketing initiative. The campaign, targeted at breakfast food purchasers, particularly Gen Z and Millennial shoppers, aimed to drive sales for six Danone brands: Silk, International Delight, Oikos, Too Good, Stok, and Light & Fit.
The Mornings Upgraded campaign delivered more than 332 million impressions through digital media. To extend the program's reach, Danone launched a Spend $15, Get $5 national promotion, offering shoppers a retailer gift card or a virtual Visa prepaid card upon submitting receipts. Influencers created breakfast solutions across brands and drove awareness of the promotion on Instagram accounts and TikTok.
One key strategy of the campaign was product reformulation with health benefits. For instance, Activia Probiotic Low Fat Yogurt was reformulated with 25% less sugar while maintaining its probiotic benefits and great taste. This appeal to health-conscious consumers encouraged larger or repeat purchases within the basket.
Danone also focused on targeted consumer education and awareness, tapping into trending consumer interests such as gut health. The marketing educated consumers about science-backed gut health benefits that link to overall wellness, including immunity and mood. This positioning of the brand as a trusted leader drew new customers exploring wellness solutions.
Leveraging popular culture and media was another strategy employed by Danone. Activia's cameo in a major movie (Freakier Friday) helped increase visibility and attract new shoppers through mainstream exposure, boosting brand relevance among younger audiences encountering the brand for the first time.
Simplified and transparent branding was another crucial aspect of the campaign. Refreshing product packaging and simplifying ingredient lists facilitated shopper trust and trial, important for increasing basket size as consumers were more willing to experiment with renewals of familiar brands that aligned with their health values.
The campaign's success can be attributed to its blend of in-store and online activation strategies. These included shelf talkers, shelf labels, custom display coolers, and online promotions. The Mornings Upgraded program had gallery takeover ads on Walmart.com, landing pages on Kroger, Target, Albertsons, and Ahold Delhaize websites, and used online display ads throughout the campaign.
Danone partnered with Instacart and various retail media networks for online promotions, including Walmart Connect, Kroger Precision Marketing, Target's Roundel, Albertsons Media Collective, and AD Retail Media (Ahold Delhaize). The addition of yogurt and plant-based milk alternatives to the basket resulted in a 29% increase in basket size, while adding creamer led to a 42% increase.
The addition of nutrition information while shopping, as preferred by 57% of shoppers, created opportunities for brands to engage consumers through targeted messaging and educational content. According to 36% of shoppers, special product signs hanging from shelves are extremely valuable. The program aimed to drive stock-up behavior, as personalized promotions and discounts were found to be the No.1 factor driving interest in retailer loyalty programs.
In essence, Danone's Mornings Upgraded campaign effectively increases basket size by enhancing product appeal with health improvements and attracts new customers by educating and engaging digitally-savvy, health-conscious consumer segments through relevant cultural touchpoints and transparent messaging.
The Mornings Upgraded campaign by Danone extended its reach through a national promotion that offers a retailer gift card or a virtual Visa prepaid card upon submitting receipts, serving not only to drive sales for their six brands but also to engage digitally-savvy, health-conscious consumers. Utilizing popular culture and media, Danone leveraged Activia's cameo in a major movie to increase visibility and attract new shoppers.
Danone's campaign aimed to drive stock-up behavior by engaging consumers through targeted messaging and educational content, with the addition of nutrition information while shopping being preferred by 57% of shoppers. By appealing to health-conscious consumers, Danone positioned itself as a trusted leader in finance (such as providing economic value through loyalty programs) and lifestyle (advancing health and wellness) and also expanded its offerings to include food-and-drink options like plant-based milk alternatives, which increased basket size by 29%.
