TOTAL 0% Greek Yoghurt: Achieving healthy sales by creating emotional engagement

This campaign reinvigorated TOTAL Greek Yoghurt in the UK, by focusing on the Total 0% range.

TOTAL 0% Greek Yoghurt: Achieving healthy sales by creating emotional engagement

Principal authors: Claire Baker, Lucas Brown and Mehul Ashra, Total Media; Chris Arnold, Creative OrchestraContributing author: Andy Travis, Total Media

INTRODUCTION

Total Greek Yoghurt has been a market leader within the Greek/Greek Style yoghurt category since 1983. Despite being market leaders, it became apparent that the brand was losing cut-through to some very large players in the market, namely Muller, Yeo Valley and Rachel's, but mostly own label.

This paper highlights how Total Greek Yoghurt managed to take big strides to reinvigorate itself as a...

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