Communication campaign of the Danone brand, from the profile of a DIRCOM.
Objective : Raise awareness of the amount of food we waste and that if it were not like that we could help those who need it most.
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Target audience : Independent young people who are beginning to control the amount of food they need.
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Supports of the RSC part : the RR.SS (YT, IG and FB) and pages of food banks and Danone.
The narrative idea focuses on the golden circle:
Purpose (Why) . Change the world through food, take care of health. Attributes: healthy, quality and innovation.
Process (How) . Competitive strategy different from other brands, generating products: focused and innovative.
Test (What) . Product diversification: assorted dairy lines and bottled water. Creation of schools for the formation of healthy habits.
Spot CSR Danone
Branded content strategy. Social awareness through the corporate values of the brand. Cross-cutting message where good eating practices and sport are connected.
Audiovisual project. Series (Muévete) of four documentary episodes that are related to a fundamental pillar of Danone, sport.
The purpose of the series is to connect with the target audience through everyday situations in this sports environment.
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Distribution means : Danone website, and the brand's own social networks.
Teaser Move
In the following documents you will find all the information in detail.
Corporate identity
Culture
Corporate
CSR
Brand communication