With the start of the new year, many Canadians are focused on improving their diet and gut health, which is essential to overall wellness. In response to this, Activia is launching a new campaign with a Gut Health Challenge, inviting Canadians to enjoy two daily servings of the brand’s probiotic yogurt for 14 days.

“The core message of this campaign is to educate Canadians on the importance of gut health and position Activia as a simple and delicious solution to support their overall well-being,” Marie-Andrée Jauron, senior brand manager at Activia, tells strategy. “This aligns with our brand positioning as the undisputed leader and pioneer of probiotic yogurt.”

Jauron notes the initiative builds on the momentum of previous campaigns that encourage Canadians to sample the brand for their gut health by eating two servings each day for the same number of days. The challenge is a simple but effective way for consumers to experience first-hand the benefits of Activia, she adds. It’s also an interactive and experiential approach intended to drive greater engagement and conversion by allowing consumers to track their progress and see real results.

The campaign includes collaborations with influencers, PR creative content and media. The brand has established content partnerships with a roster of dietitians and nutritionists to deliver increased credibility across social and digital channels throughout this year. Two of these creators also appeared in an Elle Canada and Elle Quebec digital and print content activations.

An addition this year is a multi-phase content campaign on Pinterest, leveraging the social network’s Premiere Spotlight feature, which allows advertisers to use maximum-width videos and exclusive placements on Pinterest’s homepage and search page for an entire day.

This ad was strategically chosen for the day before many people return to work after the vacations, a key seasonal time when gut health is a priority, according to Jauron. “This shift in our media mix allows us to engage with consumers more effectively by meeting them where they are spending their time,” she adds.

“Our current media spend reflects an evolved strategy that builds upon past successes while adapting to changing consumer behaviors,” she says. “While we continue to invest in traditional TV advertising, we have significantly increased our focus on digital channels to capture the growing audience on digital streaming platforms.”

Havas is behind the creative, while media is led by Wavemaker, social and influencer marketing is managed by Bon Club and PR is led by National.