The Dannon Co., the US unit of French food giant Danone, has launched Dannonomics, a loyalty campaign designed to appeal to consumers during the economic downturn.

Dannon said that the campaign “celebrates” its parent company’s 90 years of “innovation in fresh dairy”.

With Dannonomics, consumers can make savings of up to US$15 on their next Dannon purchase through instant savings coupons and a mail-in rewards programme.

The campaign will run from August through to the end of October.

“As consumers reevaluate their spending and focus on finding value, better-for-you food options shouldn’t have to be a sacrifice,” said Eric O’Toole, Dannon’s senior vice president, sales.

“With back-to-school just around the corner, we want to make it easier for families across America to afford delicious, nutritious foods by rewarding their purchase of Dannon brand yoghurts, snacks and drinks with coupons, redeemable on any Dannon product.”

The Dannonomics loyalty rewards program is the first time Dannon has extended a promotional program across all of its brands.

The Dannonomics program will be available in supermarkets nationwide and will span across its Dannon, Activia, DanActive, Danimals, Light & Fit and Dan-o-nino brands.

To drive consumer awareness, Dannon will support Dannonomics with nationwide television advertisements, in-store point-of-sale promotions, special packaging and magazine coupon inserts.