“Feed Your Progress” BETC unveils second campaign for Danone

BETC has launched their second campaign for client Danone after securing the partnership in 2023. Under the empowering concept of “Feed Your Progress”, the agency created a global platform for Danone’s high-protein dairy brand, YoPro, designed to inspire and fuel personal growth.

The work aims to bring to life the universal insight of “progress feeds progress.” That energizing feeling that happens when one accomplishes just a little more – a fuel to keeping moving forward. Making it clear that it’s not about winning or losing, but simply looking ahead and progressing. Winning at the largest sporting platform is something only a few can experience. Meanwhile, progressing little by little every day, now that’s something everyone can get behind.

More than making people connect with an ever-empowering feeling of progress, YoPro wants to change the category status quo. The category tends to be very serious, performance-driven, and lean on the color black. YoPro makes the very conscious decision to bring color to the mix. By interlocking bright colors with black, YoPro establishes a more approachable point-of-view. Meanwhile, by featuring a range of sports and talent, YoPro aims to be more inclusive and modern.

The campaign features a group of athletes, each rediscovering the joy in their individual journeys. Tapping director Alejandra Ruiz-Zorrilla for film and photographer Sophie Jones for print, the campaign brings YoPro’s vibrant colors to life while introducing a fresh sense of sensitivity and dynamic energy – infusing the high-protein category with a much more contemporary and relatable spirit.

Antoinette Beatson, Vice-President & Executive Creative Director of BETC, comments: “Progress feeds progress is the idea behind the new YoPro platform. The idea is to attract a broader audience with an insight that speaks to all. While reinforcing its premiumness this new colorful esthetic approach sets the stage for the brand’s future.”

With “Feed Your Progress”, BETC and YoPro redefine our approach to progress, encouraging everyone to own and celebrate their personal growth in sport. One step at a time.

The campaign will be broadcasted on TV all over Europe (15+ countries in total) and Brazil, as well as be featured on Out Of Home/Digital Out Of Home, Digital and in-store.