General Mills has hired hometown agency Olson of Minneapolis to handle a sizeable campaign for Yoplait Greek yogurt, which will relaunch next month with a new formula, packaging and messaging.
Saatchi & Saatchi, New York, the incumbent shop for Yoplait, will remain on the brand for regular yogurt varieties. But General Mills picked Olson to oversee the launch of what is being described as a "full-calorie traditional" Greek yogurt that will debut in July, replacing the marketer's existing Greek version. The restaging comes as the marketer seeks to gain momentum in the fast-growing Greek segment, where it has lagged. "This product's point of difference is its superior taste," CEO Ken Powell said on an earnings call Wednesday.
While Olson is already on General Mills' roster, the Yoplait Greek win represents its highest-profile piece of business from the marketer. In a statement to Ad Age, General Mills said that it "primarily works with two large advertising agency partners — Saatchi and McCann Erickson. Historically, we also partner with other advertising agencies on special brand projects. We have worked with Olson in this way in the past, and elected to work with them for the new Yoplait Greek campaign." (Olson's other assignments include smaller yogurt brands Liberte and Mountain High, as well as digital/social for Yoplait.)
To read the rest of the story, please go to: Ad Age
