Martine McCutcheon becomes latest star to tackle bloating for Activia

by Jennifer Whitehead, Brand Republic 30-Nov-09, 15:20

LONDON - Martine McCutcheon, the actor and novelist, has been signed up to promote Activia, the probiotic yoghurt brand that claims to aid '"digestive transit".

True to Activia form, McCutcheon will be focusing on bloating, this time in the period after Christmas when many of us are making New Year's healthy eating resolutions.

The brand, owned by Danone, retains Rainey Kelly Campbell Roalfe/Y&R for its advertising campaigns, which are heavily targeted at women. The ads often challenge them to eat a pot of the yoghurt every day for a fortnight, to improve their digestion. Model Nell McAndrew has previously been a spokewoman for the brand.

In the new ads, McCutcheon is set to take to the streets in some form, Activia said today.

McCutcheon first made her name playing the character of Tiffany in 'EastEnders'. She has since performed on the West End stage and had hit records.

Her latest incarnation, as a chick-lit novelist, has been greeted with widespread derision over the extent to which celebrity-led publishing now dominates the country's bookshelves.

In September, Dannon, the name for Danone in the US, said it would reimburse consumers for up to $100 worth of Activia and DanActive yoghurt purchases in order to settle a class-action lawsuit that accused it of overstating health benefits in ads.