Danone has made two simple ingredients the star of its latest ad for Danette, putting chocolate and milk front and centre to tempt consumers.

Though the product is 75% milk, the main claim of the spot, it also puts the spotlight on chocolate – broken, shaved and melted on screen before showing the resulting Danette treat. “The idea was to put forward that this was kind of a new way to enjoy chocolate,” says Pierre Nolin, creative director at Saint-Jacques Vallée Y&R, which led creative for the campaign.

The milk content was also important to highlight, since that’s what helps set Danette apart from other packaged puddings, according to the brand.

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Danette first launched in Canada last September as Danone’s dessert alternative, a way to reach more consumers in the crowded yogurt category. With higher brand awareness in Quebec, the focus this time around was getting Ontarians – and women with children in particular – to try the product.

Overall, the target is still fairly broad though, since blind taste testing from Leger Marketing showed that Danette was most often chosen over other similar products by a variety of age groups, not just young children, Nolin notes.

The campaign includes TV, digital, print and on-site activations. Strategy and media were handled by Carat.

Correction: This article originally stated that Danette first launched last April, when it in fact launched in Canada in September 2014.