Total, the Greek yoghurt brand, is launching a press campaign targeting families and women aged 35 years and over.
Created by Dialogue141, it forms part of brand owner Fage’s aim to drive awareness and trial during the key yoghurt purchasing time of the summer.
Ads will run in women’s magazines until the end of the year. Additional press activity has also been planned for specific audience segments, highlighting certain product benefits, such as for mothers weaning babies.
The creative will aim to emphasise the authenticity of the yoghurt and its thickness and creaminess, with the press ads showing servings of the yoghurt staying in its bowl despite being upside down. The copy “so thick, so creamy, so natural” accompanies the image.
It is also sponsoring ITV1’s GMTV “Taste of Summer” segment, which will demonstrate ideas for seasonal serving suggestions. The sponsorship will appear for two weeks from June 22 with Total branding appearing in bumpers on-screen and ads on the show’s website.