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.


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