The Plan 
DANONE wanted to make its CSR visible to stakeholders and to get the consumer to actively participate in Danone’s social commitment. 

Our idea was to give people a “physical” chance to make a difference. 

Creative concept: 

Your weight in yoghurts 



A scoreboard showed the total “weight in yogurt” that was reached. For every kilo weighed, Danone pledged a donation of 1 kilo of yogurt to Food Bank, up to a total of 200,000 yogurts. 

The target was achieved in just 5 days (the original plan was to do it in 15). 

To give more media coverage the weighing machine idea was experienced also by all the assistants to the Press Release event including more than 250 Journalists, brand's celebrities and authorities.



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