“Through our media approach, which was led by the cost effective and innovative use of TV, we achieved the brand awareness and connection with the consumer we desired. We have been very pleased with the media strategy which has led to increased investment in 2011.
” Marketing Director, Fage UK
An integrated media approach that showcased TOTAL Greek Yoghurt’s new characters, and built loyalty with the consumer and increased sales
TOTAL Greek Yoghurt is the market leader in the Greek/Greek-style yoghurt category. Their objectives set out for the 2010 campaign were to drive sales and increase traffic to the website.
Despite being market leaders they felt their brand lacked personality and awareness. In order to achieve their objectives we recognised that we would need to get the consumer to build an emotional connection with the brand, recruiting new users and increasing repeat purchase.
With relatively low investment, it was imperative to find a solution that was both targeted and cost effective. We worked alongside the creative agency who created animated characters in order to bring the TOTAL brand to life. The activity was highly targeted in environments where we could also allow consumers to access TOTAL’s wealth of healthy recipes.
The sponsorship of GMTV’s ‘The Taste of Summer’ gave us the perfect platform to launch an integrated campaign using display and advertorial-style ads in TV, Magazines and Online.
The sales of the TOTAL 0% range increased by 21% YOY which smashed through their 10% company target, as well as achieving a 58% increase in unique visitors to the website!
