which is people, plan et and profit. The audience would take home the message that ‘Dannon is coded for Goodness’ thus reinforcing the 3U’s in their campaign’s communication. “Goodness In, Goodness Of” Campaign Execution The proposed marketing campaign entitled “Goodness In, Goodness Of” will allow consumers to become directly involved in creating healthier lifestyles for themselves and their
DANNON 14 families. “Goodness In, Goodness Of” will promote healthy lifestyles in conjunction with children, teachers, and parents. The campaign’s name, “Goodness In, Goodness Of,” promotes the goodness in Greek yogurt and the goodness of healthy lifestyles. The campaign will also honor “Every Day Heroes,” specifically teachers, with an award similar to the Dannon Institute Mentorship Award (ASN/Dannon Institute Mentorship Award, n.d.). The award will honor a teacher who went above and beyond promoting healthy habits and lifestyles with their students. September, "back-to-school" month, as well as Childhood Obesity Awareness month (COAM, 2014), is an ideal time to launch the campaign. Therefore the campaign will begin in September and end in October, occurring annually. By the end of October, consumers will be encouraged to come up with healthy Halloween ideas, instead of simply relying on candy as a festive treat. Launching the “Goodness In, Goodness Of” Campaign, Dannon will not just be assisting great learning institutions, but also expand their consumer base. The whole campaign will focus around yogurt, regardless of brand. Classrooms around the country will be invited to participate in the campaign by planting classroom gardens in planters made from yogurt container; a project developed by TerraCycle, a potential campaign partner. TerraCycle, a recycling company located in Trenton, NJ, originally developed pre- packaged Stonyfield yogurt containers that came with seeds for various types of plants (Alter, 2008). However, in partnership with TerraCycle, the communication proposal is that the branding aspect be removed to encourage students to have fun creating this project on their own with any Greek yogurt tub. When the plants outgrow the yogurt cups, Dannon will pay for the schools to ship the containers to TerraCycle to recycle. Through this yogurt planter activity, Dannon’s current CSR pillars of “nutrition and health” and “people” will be fulfilled. The plants that students grow will represent their own growth: as plants are taken care of and given the right nutrients, they grow quickly and are strong. Analogous to plants requiring sunlight and water to
DANNON 15 grow, children need the right nutrients and exercise to grow. Additionally, using recycled yogurt cups represents Dannon’s pillar for “nature.” To ensure the campaign is not perceived as a marketing strategy to parents, all brands of yogurt cups will be used in the gardens. Dannon will provide a “Starter - Kit” for schools who wish to get involved, which will include a food pyramid, tips on health and nutrition for kids,
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- Summer '17
- Corporate social responsibility, yoghurt, The Tipping Point, Groupe Danone, Dannon, Dannon Institute