Luxury Greek-style yogurt brand Oykos has teamed up with British television personality and former reality star Mark Wright to launch a new marketing initative that reasserts its indulgent credentials.
The Danone brand has rolled out a new on-pack promotion that will give consumers the chance to win one of ten “hunky helpers” – including Wright – when it launches at the end of August. It follows the success of last year’s Dunk a Hunk campaign, which saw Oykos create spoons in the shape of the torsos of some of “Britain’s hunkiest men”.
The campaign coincides with the launch of new Oh So Heavenly vanilla and Devilishly Delicious salted caramel variants – designed to appeal to after-dinner occasions – which will retail in four-count packs with a recommended retail price of £2.39.
Former The Only Way is Essex star Wright will also appear in Oykos’ latest television advertisement, which will debut in September.
Oykos marketing manager Julia Lowbridge said: “The sumptuously rich and creamy taste of Oykos yogurt, combined with our Heavenly new flavours, makes it a perfect evening ‘me time’ treat, and we know our consumers love it. In 2015 the brand enjoyed its highest ever penetration, growing 29% value sales and 46% volume sales. We believe these delicious new four-packs will help drive Oykos’ growth even further.
“Our Dunk a Hunk campaign secured fantastic results for us last year, creating 178m opportunities to see and a 2.3% increase in brand awareness. We’re super excited about our cheeky new campaign. Our ambassador, Mark, will be undergoing intensive butler training to prepare for the job!”
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