Activia reappoints Always Human as lead PR, social and influencer agency

Activia has renewed its retainer with Always Human for 2026.

From viral stunts to cult status, the decision comes after a year of results that have seen Activia navigate a competitive landscape and rise as one of the fastest-growing yoghurt brands nationwide.

Since being appointed lead PR, social and influencer agency in late 2024, Always Human has helped Activia modernise its voice and place gut health firmly on the cultural agenda. In less than 12 months, Activia’s social following has more than tripled, driven by viral campaigns, creator collaborations, and earned media stunts that reframed gut health in ways that resonate with Gen Z and Millennial audiences.

Gut health has become an increasingly recognised part of everyday well-being in Australia, transcending trends with Aussie’s conducting over 1.8 million online searches related to gut health, reflecting a growing public interest in digestive wellness. This surge in awareness is mirrored in the market, with the digestive health sector projected to reach $66.4 billion in 2025, up from $60.2 billion in 2024.

Activa, together with Always Human, rolled out stunts like the Galentine’s Day, “Dump Your Regular Yoghurt” campaign – led by creator Sophie Fisher, aka @coconutandbliss, which generated 8M+ organic views – to a viral Bondi Beach gut-friendly, café pop-up in partnership with TikTok royalty Cherry Good from viral cafe, Up South. Always Human’s activations placed Activia at the heart of gut health conversations, resulting in social engagement rates nearly double industry benchmarks.

Together with broader social and brand strategies, these stunts played a key role in rebuilding Activia’s relevance and consumer connection – helping to triple its social following, spark multiple viral posts, and boost share of voice and brand love.”

In numbers: 12.2M+ social reach (+1,944% above target), 275K engagements (+1,276% above target), and 3.35% engagement rate. Activia’s Instagram followers grew by a huge 242% in six months, with awareness up 8% and consideration up 3% within the target 18 – 35 year old audience demographic.

Says Xavier Gonzalez, Head of Marketing, Danone Saputo Dairy Australia: “Always Human has been an invaluable partner in helping us evolve the brand. Their strategic thinking across socials and creative execution have been instrumental in helping Activia lead gut health conversations in a way that feels fresh and relevant.”

Says Ekaterina Melnikova, Senior Brand Manager, Activia, Danone Saputo Dairy Australia: “For Activia, social is much more than a platform – it’s a powerful driver of our overall brand strategy. It enables us to bring our purpose to life every day, connect authentically with consumers, and lead meaningful conversations around gut health. By using social to listen, engage, and inspire, we’re continuing to strengthen Activia’s position as a trusted and relevant brand in the wellbeing space.”

Says Mavi Pessoa, Brand Manager, Activia, Danone Saputo Dairy Australia: Activia’s social transformation over the past year has been amazing to see. With Always Human, we’ve grown more than just reach – our social presence has become more vibrant, engaging, and culturally relevant. We’re now leading the gut health conversation in Australia across feeds, stories, and communities.”

Says Caitlin Hopkins, Senior Account Manager, Always Human: “Activia is the kind of client every agency hopes for – open to fresh thinking and passionate about connecting with consumers. Together, we’ve been able to evolve the brand’s voice and put gut health at the centre of the conversation in a way that feels authentic. We’re excited to keep building on this momentum.”

With the retainer renewal now confirmed, Always Human and Activia are setting their sights on an ambitious roadmap for late 2025 and beyond – anchored in influencer-led storytelling, community activation, and wellness-first creative that cements Activia’s position as Australia’s go‑to probiotic yoghurt.