Appetite appeal. It matters a great deal when marketing food.
Also, did you know that approximately 45% of consumers picked breakfast as the time of day they usually consume regular yogurt products? In North America, consumers also prefer to have regular yogurt at lunch, and as an afternoon, a late morning, and a late-night snack.
As the fastest growing brand in the yoghurt category, noosa continues to differentiate itself with high-quality, all-natural ingredients – from farm-fresh whole milk and real fruit to wildflower honey. Those real ingredients are front and center for this new initiative (from Sausalito’s Butler Shine Stern & Partners) aimed at increasing awareness and trial of their star product.
A nod to the brand’s Australian roots, the new “Full On” tagline isn’t just Aussie lingo, it encapsulates noosa’s approach to their products – when it comes to the good things in life, there are no corners cut and no holding back, you can only go ‘full on.’
BSSP is the lead AOR for all three Sovos brands – Michael Angelo’s, Rao’s Homemade, and noosa.
Anders Gustafsson, group creative director at BSSP said, “We wanted to keep the playfulness of the noosa brand but elevate it to a more premium position in the yoghurt category.”
Team Credits:
BSSP
- John Butler, Chief Creative Officer
- Lindsay Grant, Managing Director
- Chris Cummings, Chief Strategy Officer
- Jake Bayham, Strategy Director
- Daniella Aviel, Comms Planning Associate Director
- Anders Gustafsson, Group Creative Director
- Ashley Suarez-Wood, Senior Copywriter
- Savannah Hicks, Senior Art Director
- Vince Genovese, Executive Director of Integrated Production
- Fearghal O’Dea, Executive Producer
- Meredith Ashworth, Producer
- Maura Mattoon, Account Director
- Sarah Simonetti, Account Supervisor
Sovos Brands/noosa Yoghurt
- Priscilla Tuan, SVP Marketing, Sovos Brands
- Clint Mickel, Director of Marketing, noosa
- Jian Wu, Brand Manager, noosa
- Ashleigh Cillessen, Assistant Brand Manager, noosa
- Matt Plaza, R+D Manager, noosa
Production, Snask
- Erik Kockum, Director
- Jens Ramborg, Director of Photography
- Johan Svensson, Executive Producer
- Daniel Arfwedson, Producer and Post Producer
- Nils Ossian Andersson, Editor
- Frost VFK, VFK
Darwood Music & Bjorner Sound
- Jonathan Skogh, Composer, Sound Designer/Sound Mixer
- Linus Darland, Composer, Sound Designer/Sound Mixer
- Edward Björner, Sounds Design/Sound Mixer
One Union Recording
- Joaby Deal, Audio Engineer/Sound Mixer
- Andy Greenberg, Audio Engineer/Sound Mixer
