Hot Pick

Danone and The&Partnership deliver light relief to the yogurt category

A new campaign for Danone's Light & Free brand successfully pokes fun at the category norms.

Nicola Kemp

Editorial Director

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Danone Light & Free

Led by a rebellious TV spot that parodies the instantly recognisable and outdated tropes of the category, this integrated campaign positions Light & Free as an ally for consumers who are looking for yogurt options to help make them feel good.

Agency:
The&Partnership, London

Related Tags

Humour food and drink