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To open minds and tastes, Danone and Globe, its shopper marketing agency, invite French customers hungry for foreign cuisine to get a taste of the world with \u201cDanone of the World\u201d yoghurts. To accompany the launch of this new innovative product range, Globe deployed its new concept \u201cfrom story-telling to story-tasting\u201d with Dani the food trotter\u2019s van, a place where customers can taste the brand\u2019s yoghurts. This marketing strategy combines brand power and customer affinity\u00a0\u2013 a winning strategy, as tastings are a pleasure driver and, in France, lead to product purchases\u00a070% of the time.<\/strong><\/p>\n Five dairy products to instantly transport you across the globe<\/strong><\/p>\n At a time when 7 out of 10 French customers are hungry for foreign cuisine, Danone of the World yoghurts embody an invitation to travel, drink, eat, or cook with five original flavours: the Indian-inspired Lassi drink, the Icelandic-inspired Skyr yoghurt, the Lebanese-inspired Laban yoghurt, the Greek-inspired Straggisto yoghurt, and the Turkish-inspired Ayran drink.<\/p>\n The product\u2019s colourful and detailed packaging stars Dani\u00a0\u2013\u00a0an avatar whose name is styled after that of Daniel Carosso, Danone\u2019s founder. With just a spoonful of yoghurt, he whisks customers thousands of miles away to Iceland, Greece, India, Lebanon, or Turkey, telling stories from his travels.<\/p>\n From story-telling to story-tasting: just close your eyes, taste, travel, and buy!<\/strong><\/p>\n \u00a0<\/em>To share Dani\u2019s discoveries and new recipes with as many customers as possible, Globe designed a national roadshow that fits into the brand\u2019s overall story-telling strategy. This strategy seeks to leverage the proven effectiveness<\/a>[1]<\/sup><\/a> of direct-to-customer tasting (+25%), memorisation (97%), recommendation rates (87%) and the customer acquisition rate, with a 62% gain in new buyers.<\/p>\n Dani will spend a month touring across France in his van, sharing the discoveries he has made around the world and the recipes inspired by his travels with his French community.<\/p>\n Through this culinary initiation in Dani\u2019s van, Globe and Danone aim to open customers to new cultures and new tastes.<\/p>\n While travelling, sharing, and portability are at the heart of this culinary ritual, the tour\u2019s direct marketing schedule was carefully planned, with the aim being to combine brand power and customer affinity. The brand\u2019s goal is to enter into contact with the greatest number of potential customers by making a stop in 4 major French cities\u00a0\u2013\u00a0Paris, Lyon, Bordeaux, and Nantes\u00a0\u2013\u00a0and particularly areas of heavy foot traffic and customer affinity: train stations, farmer\u2019s markets, and travel- and food-related events such as the Taste of Paris show, an annual 4-day event that has transformed the Grand Palais into a temple of gastronomy each year since 2015.<\/p>\n This ambitious campaign generated 1.1\u00a0million customer OTSs (opportunities to see).<\/p>\n <\/a>[1]<\/a> Post-test based on IFOP-certified methodology\u00a0\u2013\u00a0400\u00a0participants[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<\/p>\n\n