The manufacturer has tasked Creative Orchestra with creating a brand personality for Total Greek Yoghurt and communicating the key product benefits.
Total Media will handle the brand’s £5m media budget and will be responsible for reaching a broader target audience, across both online and offline channels. Both agencies will be responsible for helping to grow sales and drive awareness of Total Greek Yoghurt’s product quality and health benefits.
Campaigns will run across press, poster, digital and TV sponsorship.
Creative Orchestra beat six other advertising agencies in a competitive pitch, which included incumbents Dialogue 141; Total Media were appointed over three media agencies to handle the brand’s media buying.
Emma Wilson, Fage UK’s marketing director, says: “Creative Orchestra impressed us with their strong creative and strategic thinking and innovative approach. We are excited to be working with them and are convinced that they can help us attain the ambitious sales targets we need to achieve for the Total Greek Yoghurt brand over the next three years”.
“We need to be able to respond quickly and accurately to the dynamic media climate we find ourselves facing. Total Media have convinced us that they are the best at buying and delivering effective media at the most competitive prices.”
The first campaign will be called “No Fat” in an effort to capture the New Year healthy eating boom.