Dannon Launches “Dannonomics” Loyalty Rewards Program for Value-Conscious Consumers

“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, senior vice president sales, The Dannon Company.

19 Aug 2009 The Dannon Company announced the launch of Dannonomics, a promotional event celebrating Danone’s 90 years of innovation in fresh dairy. With Dannonomics, consumers can earn savings of up to $15 on their next purchase of any Dannon products through instant savings coupons and a mail-in rewards program from August through October of this year. The Dannon Company has been making delicious, nutritious products for more than 60 years in the USA and works with its colleagues throughout Danone around the world to bring innovative products to the USA, much to the delight of Americans.

“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, senior vice president sales, The Dannon Company. “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 yogurts, 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. Consumers who mail in store receipts documenting their Dannon purchases made from August 10, 2009 through October 31, 2009 will receive three, six or 15 $1-off coupons, redeemable for Dannon products, depending on the amount of the receipts submitted. Consumers who submit receipts showing $15 of Dannon product purchases will receive coupons worth $3, consumers who submit receipts showing $20 worth of Dannon product purchases will receive coupons worth $6, and consumers who submit receipts showing $40 worth of Dannon product purchases will receive coupons worth $15. The rewards program is intended to encourage enjoyment of Dannon’s nutritious, wholesome products.

The Dannonomics program will be available in supermarkets nationwide and will span across Dannon’s traditional and functional brands: Dannon (including Fruit on the Bottom, Plain and Flavored varieties), Activia, DanActive, Danimals, Light & Fit and Dan-o-nino. To make consumers aware of the new rewards program, Dannon will support Dannonomics with nationwide television advertisements, in-store point-of-sale promotions, lids and over-wraps of Dannon packages and magazine coupon inserts.

The consumer promotion was created by Dannon with support from Marketing Drive. “As a Dannon agency partner since 2003, we are pleased to have the opportunity to commemorate Danone’s contributions to balanced diet and healthy lifestyle. What better way to observe Danone’s 90th anniversary than to invite loyal consumers to join the celebration with never-before-seen savings, demonstrating Dannon’s dedication to meeting shoppers’ needs,” said Diana Abshire, Senior Vice President Account Management, Marketing Drive, LLC.