Despite being market leaders in the Greek yoghurt category since the 1980s, Fage UK, owners of Total Greek Yoghurt felt that their brand lacked identity and cut through. In addition, the trade was beginning to lose confidence in the brand. In order to achieve their objectives for 2010, they needed to build an emotional connection with consumers as well as bring in new users and increase repeat purchase. Previously, advertising had mostly been concentrated into press activity but it was felt that something different needed to be done this time. Find out more...

To increase sales and bring new users to the brand through creating an emotional connection with the viewer