Total Greek Yoghurt: Achieving healthy sales by creating emotional engagement

This campaign reinvigorated TOTAL Greek Yoghurt by focusing on the Total 0% range. Operating within a challenging market and with decreasing distribution, the campaign developed a series of loveable characters that illustrated the brand’s ethos in order to build an emotional connection between the brand and consumers, using the emotion of TV as the lead medium. The strategy helped TOTAL Greek Yoghurt to reconnect with its audience and restore its faith amongst retailers, which led to an increase in volume sales by 40% and a ROMI of 80% in two years