In 2011, Yoplait had a big problem on its hands. Through sheer word-of-mouth, Greek yogurt had taken over the category that Yoplait used to own. To combat this, Yoplait had to introduce its new Greek yogurt in a way designed to get people talking.
Taking over a few trendy neighborhoods in New York City and Chicago, Yoplait launched a completely blind out-of-home campaign that could only be deciphered via mobile augmented reality. Those who engaged with the campaign earned meals for their local food bank, and more importantly, experienced something they had never seen before.
As a result, Yoplait Greek’s bold takeover of important and influential markets got the right people talking. On the street, on social media, and in the press, Yoplait gained coveted word-of-mouth. The campaign was also named a finalist in the Creative Media Awards and was recognized by the AdFed Show.
|CCO:||Dennis Ryan / Tom Fugelberg|
|Creative Director:||Brian Hurley|
|Art Directors:||TJ Shaffer / Cameron High / Bethany Hall|
|Copywriters:||Matt Burgess, Thom Kordonwy|