Dannon’s Light + Fit supports women entrepreneurs in new cause marketing campaign

By Deniz Ataman

- Last updated on GMT

Source: Dannon
Source: Dannon

Related tags Dannon Greek yogurt Marketing

The Light + Fit campaign is designed to “inspire women to crave more beyond yogurt” through packaging redesigns from female artists and a grant program partnership with the Female Founder Collective, Jessica Grane, senior director of marketing, Dannon, told FoodNavigator-USA.

The marketing campaign will highlight the artistry of Camila Rose, whose work is the first of several artists featured in the ongoing Empowering Women Artist Series for the Light + Fit Greek yogurt packaging.

“Camila fits perfectly with us. She’s a Brazilian artist and illustrator … who has used the packaging as her canvas to highlight the strength of women everywhere. We feel like [she] is the best partner we could have to kick off our Empowering Women Artist Series pack,” Grane said.

Beginning this month, the new packaging will be available at select retailers nationwide for $3.99 per four-pack in orange cream, lemon cream and peach.

danone-light-fit-camila-28-optimized (1)
Source: Dannon

The Greek yogurt SKUs, due to its popularity and availability, were an intentional choice for the series, Grane said.

“We decided on Greek because these SKUs are available everywhere. So, we wanted to really gain brand impressions on the packaging,” she explained.

Grane added that Light + Fit plans to showcase the work of additional female artists with more packaging designs to be released in September.

Light + Fit’s Greek yogurt was an ideal fit for the campaign, which Grane described as going “beyond these delicious and incredible fruit flavors … to unveil empowering women artists for Women’s History Month [and] highlighting the work of entrepreneurial artists … because we want to inspire women to crave more.”

The company also partnered with the Female Founder Collective, a non-profit organization that provides education and access to capital, tools and resources for female founders, to develop the Dannon Light + Fit x FCC Grant Program.

The grant program will provide five creative female entrepreneurs with a $10,000 grant and a year-long membership to the Female Founder Collective, which will provide the grant winners with resources, tools and mentorship to grow their business.

“There are nearly 13m women-owned small businesses in the US​; however, women entrepreneurs continue to face barriers when starting and growing their own businesses. As a brand committed to empowering women in their lives and the workplace, Light + Fit is taking action to address some of these obstacles – because when we raise women up, everyone benefits,” Grain elaborated.

Applications​ to the grant program opened on March 8 and will be accepted through April 4, 2024 at 11:59 pm PST.

 

                                                                                                                                          

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