It’s not enough for brands to just sell a product anymore. They need a higher purpose. They have a responsibility to contribute positively to society. They need to make a tangible difference in the lives of the people they serve. NutriDay, South Africa’s Number One Yoghurt, fully understands this need.
NutriDay’s purpose is to Nurture Progress through South African Mums. These women are pillars of strength and together they are driving our nation forwards, despite the daily obstacles they face. And the majority of them are doing it alone! 67% of mums in South Africa are single.
NutriDay is committed to support these amazing women and their families by providing them with quality products that give themselves and their families the daily strength they require. As such, the brand has unveiled their commitment to tackle nutritional deficiencies within South Africa – an area that has for too long been overlooked. They’re kicking it off with a new campaign educating the public on the benefits of Nutriday and how the brand contributes towards making South African families Strong Everyday.
Deficiencies in micronutrients, including the vitamins and minerals required for healthy growth and living, result in reduced bodily resilience and resistance to infections. They compromise early child development and negatively impact on the health of the population. In South Africa, common micronutrient deficiencies include calcium, iron, zinc, vitamin A, vitamin C, riboflavin, niacin, and vitamin B6.
NutriDay was carefully crafted to help deliver these missing nutrients, in line with Danone’s company vision of providing health through food to as many people as possible. In 2015, in support of governmental efforts to improve nutrition, NutriDay made changes to its formula. Eleven nutrients were added to the product – Vitamins A, D and E, and a range of B Vitamins. And now, NutriDay is taking it a step further by adding zinc – the first yoghurt in the country to do so!
“South Africa’s Number One Yoghurt is helping families understand the benefits of key nutrients in their diet. We are constantly driving education on why making conscious decisions based on nutrient intake is imperative to lowering deficiency rates in our country. And we’re still working with experts on ‘what next’ with regards to fortifying our yoghurts even further,” says Head of Corporate Affairs at Danone Southern Africa and dietician, Marlinie Kotiah.
Kotiah adds that NutriDay understands that families are under pressure and aims to provide convenient snacks that are also helping to meet children’s nutritional needs. “Busy parents are struggling to balance work and family life, while according to the 2017 StatSA survey, 67% of mothers in South Africa are single parents. It’s important to help these families to develop healthy eating habits and to understand the benefits of eating a power-packed food.”
NutriDay will use their campaign, ‘Strong Everyday with NutriDay’ to drive education and awareness to families across South Africa, to help them understand the importance of key nutrients and help guide them to healthier diet choices.
The brand campaign is based on an easy to repeat mantra connecting a physical benefit to each vitamin and mineral. It will see NutriDay roll out a new television commercial (TVC), refreshed packaging, an educational smart fridge activation, new point-of-sale branding and digital communication.
The campaign will launch from the 21st of March to begin the journey of Making South African families Strong Everyday with NutriDay.
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