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' Fruyo Yoghurt Launch '

Client: Total Greek Yoghurt
Brand: Fruyo

The challenge
Fage UK, the makers of Total Greek Yoghurt, wanted to raise awareness of its new fruit product, Fruyo. How could we create cut-through in the health pages during January - the busiest time of year for health stories?

Audience insight
From speaking to Fruyo’s primary target audience – professional women in London and the South East – we knew that unhealthy snacking had become a big issue. They were often grabbing convenient, but calorific, items such as chocolate and crisps to fill themselves up – particularly at work. Based on this insight, we created not one – but three – PR stories to launch across January and February to maximise media coverage opportunities. These were a league table of unhealthy snacking nations across Europe, a ‘Ditch & Switch’ workplace initiative and a bank of collateral for the health pages of publications.

Results
In two months, we secured over 90 quality pieces of coverage, with national publications such as the Metro, Daily Express, Daily Star, Huffington Post (twice), Best, Reveal, MSN, Yahoo (again, twice), Woman and Waitrose Weekend all getting on board.

One more thing
The marketing team at Asda – one of Fage UK’s key customers – noticed our media coverage and got in touch to find out more about stocking the product in their stores.

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