Fage UK, makers of Total Greek Yoghurt, is airing a series of TV adverts to coincide with the time of year most commonly associated with healthy eating.
Its new TV Campaign will form part of a wider campaign based on the brand’s successful ‘Total+’ concept which demonstrates the product’s versatility and how simple it is to incorporate Total into everyday meals by adding +1 +2 +3 or ‘+more’ everyday ingredients.
An initial burst of TVC will air between 3 January and 17 February and will comprise a series of four TV adverts, supported with Video On Demand. The sequence of four films will show how easy it is to create low-calorie meals and snacks by adding just a few ingredients to this popular fridge staple, and will feature both the Classic and fat-free variants.
Fage has been operating in the UK for over 30 years, importing Greece’s bestselling yogurt – Total Greek Yoghurt to UK supermarkets. Within the Greek, Greek-style and natural category Fage is driving sales through a combination of product innovation and trade and marketing investment, and is experiencing accelerated growth with sales value and volume increasing 25% year on year. It is the leading brand of Greek yogurt in the UK.
Alison White, head of marketing and communications for Fage UK, said: “We want to demonstrate that Total is so much more than a yogurt. It’s also a basic ingredient that can transform a dish or occasion into so much more. By adding things to it, you can create healthy, delicious food.
“We hope to inspire people to think about the many ways in which they can incorporate Total Greek Yoghurt into their lives, by sharing simple yet creative recipe ideas. Swapping out mayonnaise or cream for Total Greek Yoghurt, for example, can actually save hundreds of calories and help cut down on fat consumption. The ‘Total+’ concept therefore demonstrates a simple lifestyle choice that can be effortlessly maintained by all.
“At a time when consumers are more aware than ever about the nutritional content of their food, Fage is in a fortunate position to be able to offer a product that boasts many attractive qualities. However, with TV advertising, we only have a short amount of time to communicate these messages to the viewer. Therefore by creating varying scenarios, we have been able to tailor our adverts to specific audience groups, whilst still appealing to a broad spectrum of consumers and successfully showcasing the great taste, versatility and nutritional benefits of this fridge staple.”
© FoodBev Media Ltd 2024