Danone Activia has launched a £2.5m media campaign to encourage consumers across the UK to join the happy tummy movement and start the year looking after their digestive system.

Activia Fibre pots are available across the UK in selected stores from January (rrp 99p). The campaign features Gok Wan as well as Activia fans and runs across TV, digital and through interactive experimental shopper pop ups. The brand’s investment across social media has seen them take over homepages of leading websites and health and fitness applications.

Blandine Stefani, marketing director at Danone UK said: “We are very excited about this huge, unmissable through the line campaign. We are confident it will build Activia’s relevance at a key time of the year and as a result drive category growth.”