Danone breaks new Oikos campaign
Dairy company Danone Canada of Boucherville, QC has begun a new advertising campaign for its Oikos yogurt brand. The campaign includes a 15-second television commercial that encourages consumers to “reimagine” recipes by adding yogurt to them. The national campaign, developed by Taxi, is taking place in English and French. The creative focuses on the texture, flavour and “Mediterranean feel” of the product. The campaign coincides with the introduction of a new logo and new packaging for the brand. The initiative includes a collection of recipes at <http://www.oikos.ca> as well as national media relations activities and social media content. Media work is being handled by Wavemaker, with public relations support by National.
“Oikos’ success in Canada as the leading Greek yogurt comes from its ability to bring to the market nutritious alternatives to moments of snacking and cooking with its wholesome ingredients and high protein content,” said Éric Maffert, senior director of yogurt marketing at Danone Canada. “As Canadians increasingly look to incorporate healthier options into their diet, including yogurt, the advertisement is intended to inspire them to consider adding the delicious creamy texture of Oikos to their favourite dishes and snacks.”