Danone ramps up CRM activities

Actimel-Felicity-KendalDairy brand owner Danone is aiming to build closer ties with its customers and has appointed agency Hypernaked to spearhead its first CRM offensive.
The move sees the agency strengthen its relationship with the company, as it already handles digital advertising work for the Actimel brand, which has recently launched its own CRM initiative, dubbed the Family Wellbeing Index. Sister brand Activia also has a loyalty programme, the Feel Good Pledge.
Hypernaked, created from the merger of Naked and digital shop Hyper last year, won the main CRM brief in a five-way pitch.
Joel Kirstein, the digital brand and CRM manager at Danone, said: “We appointed Hypernaked as their innovative approach to CRM, coupled with brilliant strategic thinking, demonstrated a refreshing way of solving the brief.”
Hypernaked chief executive Ian Clark added: “We share a similar vision on what modern CRM should be, so it’s an exciting time to be working together.”
The French-owned group claims world leadership in fresh dairy products and also in bottled water. Besides the Danone brand of yogurts, the company owns several internationally known brands of bottled water, including Aqua, Volvic, Evian, and Badoit.

Print Friendly

1 Comment on "Danone ramps up CRM activities"

Comments are closed.