As consumer interest grows around the flexitarian lifestyle—an approach that emphasizes plant-based eating while still allowing for flexibility—Danone North America saw an opportunity to engage Registered Dietitians (RDs) as credible messengers to educate their peers and the public. The goal: empower RDs to share how Danone’s dairy and plant-based products can fit into a balanced, inclusive diet that embraces food freedom.

To bring the campaign to life, Danone launched #FlexANewYou—a timely social campaign aligned with the “New Year, New You” season. We curated a hands-on, virtual cooking experience for RDs who had previously partnered with Danone. This interactive session, hosted by DJ Blatner, helped RDs internalize and authentically promote the flexitarian message by experiencing it firsthand.

Each RD received a custom mailer featuring kitchen tools, a branded recipe menu, infographics, and a shopping list, followed by a grocery delivery tailored with their preferred Danone products. During the live Zoom session, cameras on and ingredients in hand, RDs cooked together with DJ and shared their creations on Instagram using the hashtag #FlexANewYou, offering personal takes on how the flexitarian lifestyle fits into their approach to health and wellness