Blog: Katy AskewDanone goes beyond digital marketing

Katy Askew | 20 February 2014

Starbucks JV will help Danone target 170m US consumers, French group

Starbucks JV will help Danone target 170m US consumers, French group's CEO said

Danone is hoping to reach out to US consumers and "educate" them on the merits of dairy through its joint venture with Starbucks, CEO Franck Riboud suggested today (20 February).

Speaking during a conference call to discuss the group's full-year results, Riboud insisted the tie-up, which was announced last summer, goes far beyond representing a "new channel" for Danone. Instead, he argued, it is a new way to interact with consumers.

"It is much more than a new channel. It is my Facebook, my Google. Why? Because every morning in the US, 170m consumers have had their breakfast and go into a Starbucks... and they will explain to them fresh dairy."

There is an almost subversive element to this approach, which goes beyond conventional and even digital marketing. Danone is feeding into established consumption patterns and altering them from within. A smart way to boost US yoghurt consumption, which still significantly trails European consumption levels.

Sectors: Advertising & labelling, Dairy

Companies: Danone

BLOG

Wilmar International lifts lid on palm oil sourcing

Singapore-based agribusiness giant Wilmar International is to publish more information on how it sources its palm oil, a move welcomed by environmentalists....

BLOG

A warning over future of 100 UK food and drink SMEs

Just two weeks into 2015 and competition among UK grocers is heating up further. Will suppliers be caught in the crossfire? Corporate restructuring firm Begbies Traynor thinks so....

BLOG

Boulder expands in foodservice with Pizza Hut tie-up

Boulder Brands is expanding its Udi's brand in the foodservice channel through a tie-up that will bring two varieties of gluten-free pizza to Pizza Hut outlets throughout the US....

just-food homepage



Forgot your password?