By Barry Janoff
July 30, 2014: Stating that this is "a big bet for us," The Dannon Company said that beginning in 2015 it would become the official yogurt sponsor of the NFL.
The company said that by "sponsoring one of America’s most loved professional sports, Dannon is reinforcing its commitment to bring health through food to as many people as possible and encourage Americans to eat yogurt every day."
Financial terms of the deal were not revealed.
Dannon is no stranger to working with the NFL. Dannon Oikos ran ads during Super Bowl XLVI (2012) and XLVIII (2014), both starring actor John Stamos.
“Since our first Super Bowl advertisement in 2012, we’ve seen the potential to impact American families when it comes to making better food choices," Sergio Fuster, CMO for The Dannon Company, White Plains, NY, said in a statement. "We want to make yogurt more fun and more engaging because eating yogurt every day can help improve the quality of our diets, and sponsoring the NFL brings that to a whole new level."
Although marketing was not detailed, Dannon said it would include consumer promotions and retail activations among its brands as well as "fully-integrated campaigns that engage and delight Dannon’s customers."
Dannon said it plans to work with the league as part of NFL Play 60, which aims to get youngsters active for at least 60 minutes a day.
The company did not indicate whether or not it plans to run an ad during Super Bowl XLIX this February, which will air on NBC from the University of Phoenix Stadium in Arizona.
Dannon Oikos' spot during Super Bowl XLVIII reunited the three lead actors from the 1990s TV show, Full House: Stamos, Bob Saget and Dave Coulier. It anchored a broader activation that included Internet and social media.
The success of the Super Bowl campaigns spurred the company to expand its NFL alliance.
“Our ad in 2012 was a big hit for us and helped encourage a lot of Americans to give Greek yogurt and Oikos a try," Fuster said at the time. "In 2014, we’re building on our success as the leading maker of yogurt by focusing on the lighter side of the big game with a very entertaining ad for the brand.”
Dannon makes a variety of traditional and Greek yogurts and smoothies under the brands Activia, Danimals, Light & Fit and Oikos.
“Our hope is for Americans to look at yogurt — and our brands — as among the best possible choices they can make, regardless of when or how they chose to enjoy it," said Fuster. "This is a big bet for us because we firmly believe that as a nation we have a huge opportunity to improve our eating habits, and the broad appeal and wide reach of the NFL will have a positive impact on that.”
According to Renie Anderson, NFL svp-sponsorship and partnership management, “Encouraging people to get active and make better food choices is at the heart of our NFL Play 60 campaign and Dannon’s values align perfectly with those and other NFL efforts. We look forward to working with them to bring more fans closer to the game in unique ways.”
Dannon Oikos Plans Full House Activation For Super Bowl XLVIII
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