Total yoghurt unveils January ad push

TOTAL: increasing marketing spend
TOTAL: increasing marketing spend

Total 0% Greek Yoghurt is rolling out two new versions of its animated TV ad featuring brand characters Zebra, Cow and Spoonbill, as it ramps up its marketing for 2012.

Breaking in January and created by Creative Orchestera, the ads have been designed to create a "good time vibe" around the theme of keeping healthy.

In the ads, Total's animated character Zebra takes the role of a spoof Fred Astaire (Zeb Astaire), while the other characters work-out to the sound of swing music.

The campaign, bought by Total Media, will run on Channel 4, ITV Channels and Sky Network from 9 January through to 4 March. It will be supported with online activity and social media.

Emma Wilson, marketing director, said: "January is a great time to link into health awareness. Due to an over indulgent festive season, consumers are forced to cut back on spending, reassess their diets and consider gym memberships. All of these things are never typically associated with joy! Our new advert has therefore been designed to associate eating healthily and keeping fit with pleasure, and is supported with the strap line ‘The Yummy Side of Life’."

Total 0% now accounts for two thirds of parent company Fage's UK’s sales. Total is the brand leader in the Greek yoghurt sector, with 33% value share.

In addition to the new TV ad, Fage UK will soon be relaunching its website and the company has teamed up with a panel of experts who will represent the Total brand during 2012 and form the ‘Total Living Team’.

TV Chef, Paul Merrett; personal trainer, Dee Thresher and nutritionist, Martin Macdonald will collectively help generate awareness of the brand’s key attributes. The company plans to increase its adspend for 2012.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message