Total looks to accelerate growth with new year health push

Total is hoping to stand out from the slew of brands pushing themselves as antidotes to Christmas over-indulgence with a campaign that attempts to associate the yoghurt with fun ways to stay healthy.


Ads for the 0% range will show brand characters Zebra, Cow and Spoonbill electro and swing dancing. Activity, which carries the strapline “the yummy side of life”, breaks 9 January and runs until March. 

Emma Wilson, marketing director for Total, says: “January is a great time to link into health awareness.  Our new advert has been designed to associate eating healthily and keeping fit with pleasure.”

The television advertisement, created by Creative Orchestra, is the first of several marketing initiatives that the brand’s owner, Fage UK hopes will accelerate growth in 2012. It claims the value of sales for the 0% range increased 46% in its last financial year.

Its website will be relaunched and a team of brand ambassadors – TV Chef Paul Merrett, personal trainer Dee Thresher and nutritionist Martin Macdonald – have been appointed to raise awareness.

Benecol, Weight Watchers and Special K have all recently unveiled campaigns to exploit resolutions to get healthy.

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