Cindy Crawford pitches yogurt in Canada

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International yogurt brand Danone has put supermodel Cindy Crawford together with its Silhouette fat-free product in a cross-Canada campaign highlighting the yogurt's great taste.

"Worldwide, we notice that any time we use famous people for fat-free yogurt we see big results," says Thierry Houillon, president-CEO of Danone's Canadian operation.

TV creative now running from Young & Rubicam, Montreal, shows Ms. Crawford finishing her gym workout then enjoying a Silhouette yogurt, which viewers hear is "100% taste" even though it's fat-free.

It's Silhouette's biggest Canadian campaign in 10 years. Spending is roughly $2.8 million for the eight-week effort, which Mr. Houillon expects will drive yogurt sales up by as much as 18 percent over the course of the year.

Danone's Silhouette enjoys a leading 35 percent share of Canada's fat-free yogurt market, which is growing at about 15 percent a year, faster than its regular counterpart.

Similar efforts for Silhouette last year in Quebec featured one of the province's best-known female comedians and boosted sales of the fat-free yogurt by 45 percent four weeks after the campaign.

Copyright February 2001, Crain Communications Inc.

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