How Activia got health club members talking about gut health

Challenge

Bringing Activia's gut health product to life in the health club

Activia wanted to introduce health club members to its latest gut health yoghurt pot, an audience already engaged in looking after their wellbeing from the inside out.

The objective was to run a measured burst to test impact, then build on it with broader awareness across the same network.

Activation

Full Digital-6 sheet activation across all Bannatynes in the UK

• Ran an initial burst exclusively across Bannatyne, tracked with a full brand lift study.
• Extended into a second burst across the same Bannatyne network, building on the initial results.
• The combined campaign gave Activia both a verified impact result and sustained visibility across Bannatyne's health club network.

Key Outcomes

4 million impressions recorded with a 30% uplift in brand consideration

We ran an independent brand study with Happydemics, comparing 250 health club members exposed to the Activia campaign against a matched control group of 250 non-exposed members.

Campaign Imagery