More and more people see the ability to choose healthy, sustainable and delicious food as a key factor for improving their quality of life. They want to learn more about food, ingredients and recipes and are interested in new trends and current developments. Danone wants to offer these people all the information they need to make better choices in terms of their nutrition. For this reason, the company specifically chose eatbetter, the innovative platform for healthy eating, to establish a strategic cooperation.
eatbetter was launched in May 2020 as an initiative of BurdaVerlag. The platform wants to give everyone in Germany the opportunity to eat better and more sustainably. To this end, eatbetter provides guidance on the most important questions related to food, how it is prepared and eating healthy. More than 117 articles on a wide range of topics from intestinal health and low-carb nutrition to superfoods are currently available on the website (as of 03/2021). There are also more than 412 recipes with step-by-step instructions available free of charge on the platform. In addition, the eatbetter themed weeks and the eatbetter academy offer valuable and useful insights on all aspects of healthy nutrition. eatbetter was quick to attract high levels of awareness and is now an indispensable tool for many when it comes to healthy eating thanks to editorial integrations in the powerful media brands of Hubert Burda Media (such as FOCUS, Bunte, Mein Buffet and Meine Familie & Ich) as well as an advertising campaign with 153.43 million contacts and a reach of 30.25 million (05/2020–02/2021). The website had already reached more than one million visits by the end of 2020.
Danone shares eatbetter’s attitude and is committed to topics such as healthy eating, the fight against food waste and sustainability. Through the cooperation, the eatbetter team produced high-quality content for Danone, such as premium photographic materials and interviews with experts. For example, a scientist from the Danone Actimel team provided valuable insights into the human immune system. In addition, suitable eatbetter recipes were developed exclusively for Danone strictly in line with the guidelines of the eatbetter panel of experts. Mira Koppert, Head of Nutrition and Science at Danone, is a member of this panel. Danone and eatbetter always focus on what really interests visitors to the platform. This led to the introduction of additional formats such as the popular ‘Lunchbox Ideas with Danone’ column.
The various collaborations with Danone were communicated via native advertising in the appropriate media brands of Hubert Burda Media, among others: Advertisements were placed in Meine Familie & Ich, Lust auf Genuss, and Low Carb to address the specific target audience for whom nutrition and sustainability play an important role in their lives – for example, with tips for recipes or interviews with experts on relevant topics.
‘Danone wants to make a valuable contribution to healthy eating. We reach precisely those people who are interested in sustainable, healthy and delicious food through the eatbetter platform – not only in the fridge, but also online.’
‘We can demonstrate credibility through our choice of Danone as a supporter that we see healthy eating not as a privilege for the few, but as a possibility for all. Danone has enriched our offer and made our platform even more relevant for users by providing fresh ideas.’
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