Work

Launch of Yoplait Canada’s newest offering – Yopa! – with famous Greek-Canadian Nia Vardalos

Launch of Yoplait Canada’s newest offering – Yopa! – with famous Greek-Canadian Nia Vardalos

We got Canadian media and consumers talking about Yopa! and Greek yogurt as healthy dairy substitute through an authentic spokesperson – Winnipeg-native Nia Vardalos.

 

The Ask

  • Enhance knowledge about the benefits of Greek yogurt as a healthy dairy substitute
  • Generate product buzz and heighten excitement of the new product with consumers, retailers and employee
  • Highlight Yopa!’s unique flavours like Oh La La Strawberry Cheesecake as a healthy indulgence

 

What we did

  • Provided  media with six different recipes to enhance knowledge about the benefits of Greek yogurt as a healthy dairy substitute
  • Engaged consumers with traditional media coverage and social platforms – like Twitter and Facebook – to immerse them with the Yopa! brand
  • Produced a series of online videos featuring Nia to kept consumers engaged in General Mills’ social platform, Life Made Delicious
  • Coordinated employee meet and greets with Nia and General Mills, Loblaw and Sobeys employees at head offices to connect directly with sales teams
  • Conducted a two day media tour with all major broadcast outlets in Toronto
  • Hosted an exclusive, intimate media brunch at Wish restaurant to showcase the versatile nature of the product while giving them the chance to meet Nia

 

Results

  • Generated over 26 million impressions across the country, exceeding the original goal by 263 per cent
  • Secured 100+ stories nationally
  • #OpaYopa trended nationally for five hours
  • Generated marketing and grocery trade coverage


Touchpoints

  • Print
  • Web
  • Conversation
  • Celebrity
  • Event