• Brandweek, Wednesday, August 19, 2009 10:38 AM

Dannon is launching a "Dannonomics" loyalty program that rewards shoppers based on how much yogurt they purchase, Elaine Wong reports. The more you spend, the more you save in the future: Fifteen dollars worth of purchases nets three $1-off coupons; $20 gets $6.

The promotion includes Groupe Danone's functional brands such as Activia, DanActive, Danimals, Light & Fit and Dan-o-nino, as well as Dannon itself. Shoppers must submit receipts through Oct. 31 by Nov. 16.

Wong points out that the effort is somewhat reminiscent of Kraft Foods' August 2008 "DiGiornomics" pizza initiative except that it was "tapping into the eat-at-home trend" and Dannon is appealing to the sheer economics of a lower grocery bill for "nutritious, wholesome products."

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