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General Mills begins Yoplait campaign

General Mills Canada has begun a campaign for its Yoplait Source product line, focusing on its protein content, its flavour and its texture. The campaign, developed by Cossette, is called “Protein Made Easy.” It includes television commercials, out-of-home advertising, digital ads and social media content. Media work is being conducted by Mindshare. The national campaign, the first for the brand since 2017, will run until May 26.

“It’s surprisingly a protein yogurt that doesn’t taste like one,” said Gilles Legault, creative director at Cossette. “That’s why we positioned this new product as a tasty discovery in the yogurt aisle that’s bound to surprise and delight. Through an original and playful approach, we juxtaposed the yogurt containers with popular protein sources like eggs and cans of beans, positioning Yoplait Source Protein as the easiest, most convenient solution for health-conscious individuals.”

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