The launch campaign, devised by Havas, includes a media relations programme focusing on new research into children’s eating habits.
Eat Like A Champ ambassador, TV presenter Helen Skelton, is the lead spokesperson for the PR campaign, which is targeting print, broadcast and online channels.
The Eat Like A Champ programme was created by Danone in collaboration with the British Nutrition Foundation to tackle the growing issue of poor nutrition and inactive lifestyles among children.
Aimed at 9 to 10-year-old children, it makes nutrition exciting for kids by encouraging them to adopt the choices of famous champions they admire.
The PR campaign is being managed out of Havas PR UK’s Manchester office.
Havas PR UK board director Nigel Hughes said: “Eat Like A Champ is a fantastic programme for us to be involved with. Helen is a superb ambassador for the scheme and there are already some great examples of it making an impact among pupils.”
The agency also worked with Danone on its football tournament for 10 to 12 year-old children.