Dairy brand Icelandic Provisions has launched its first national advertising campaign in the US, as it aims to introduce consumers to its skyr products.
Developed with advertising agency Circus Maximus, the commercials were filmed in the Icelandic village of Vík and feature a comedic due that explain to viewers what skyr is.
The team braved 50 MPH wind and filmed eight commercials with just over three hours of natural light each day.
“It’s safe to say that this was one of the most rewarding, yet challenging, campaigns that our team has been able to work on,” said Ryan Kutscher, founder of Circus Maximus.
Mark Alexander, CEO of Icelandic Provisions, added: “As a company co-founded by the dairy cooperative in Iceland, MS Iceland Dairies, to bring authentic skyr to market in the US, Icelandic Provisions continues to be driven by our team’s commitment to sharing Nordic culture.
“Skyr has been an integral part of Iceland’s heritage for over 1,000 years, so it only made sense for us to enlist the help of some of Iceland’s most talented creatives. We’re excited for consumers to experience Iceland with our loveable actors, hoping it inspires them to discover a new culture and encourages differentiation within the yogurt aisle.”
The campaign, which kicks off this month, includes geo-targeted social and digital content coupled with out-of-home experiences, including full bus wraps, bike share kiosks and digital transit shelters.
Icelandic Provisions was founded by Polaris Partners Capital in partnership with dairy cooperative MS Iceland Dairies.
Last month, the brand launched four new skyr flavours in the US that took nearly two years to develop.
© FoodBev Media Ltd 2022
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial