danio calls on Brits to unleash their #HungerCry

danio, the  strained yogurt brand is unleashing a #HungerCry campaign across social media, out of home print ads, video on demand and a will include  a rather outspoken experiential stunt.

Designed to target young consumers between 18 and 34, the campaign will hit first on social media with influential viners and Facebookers Arron Crascall, Ben Phillips and Anto Sharp unleashing their individual ‘hunger cries’.  The initial phase will be followed by print ads in strategic out of home locations and ads on Video On Demand – all created from influencer content.

Londoners visiting Shoreditch’s Box Park and Spitalfields market will be able to win a free danio by unleashing their hunger cries to a specially designed vending machine developed with Anarchy Ltd.

Ines de Bodard, brand manager at Danone said: “This creative campaign is designed to connect with our core consumers in a completely new way for the brand. By tapping into their hunger in a funny and disruptive way, this humorous campaign will drive deeper engagement and meaning for danio amongst our core demographic.”

danio worked with digital agency Naked on the social media aspect of the campaign. Niccolo Rigo, Naked’s strategy director said: “This campaign embraces a more disruptive, immediate and entertaining personality than is usually found in the chilled yogurts and desserts category. We wanted the product to remain at the very core of the story – and so we designed an idea that is fundamentally about a consumption ritual. #HungerCry is the result of this approach.”