Danone Activia is launching a £2.5m media campaign to kick start a healthy 2015. Featuring Activia Fibre, the campaign encourages consumers across the UK to join the happy tummy movement and start the year looking after their digestive wellbeing.

The campaign features the brand’s ambassador, Gok Wan, as well as Activia fans, and will be activated across TV, digital and through interactive experiential shopper pop-ups.

It is the brand’s biggest ever digital push in the UK, with investment across social media, homepage takeovers on leading websites and health and fitness apps.

In addition, shoppers will be able to pose for their own happy tummy photos in supermarkets across the country as part of a nationwide competition for a wide range of great feel-good prizes. The images will then be used in a geotargeting campaign to encourage more people to take part.

Blandine Stefani, marketing director at Danone UK, said: “After the indulgence of Christmas, consumers are looking to make a fresh start to the New Year. One step towards a better digestive wellbeing is Activia Fibre pots, which have a tasty combination of Activia yoghurt and wheat bran fibre.

“We are very excited about this huge, unmissable through the line campaign. We are confident it will build Activia’s relevance at a key time of the year and as a result drive category growth.”

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