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Vaalia creates court room drama to ‘prove’ it is both tasty and ‘good’

Vaalia wants consumers to know the yoghurt offers both “tastiness” and “goodness” in a new campaign created by The Monkeys.

The new brand platform ‘Full of Feelgoodness’, plays out in a court room, with a lawyer convincing the room the yoghurt can actually offer both.

In the same vein as long-running Old El Paso ‘Why don’t we have both?’ campaign – and indeed the new Optus campaign which says telcos can deliver both coverage and value – the Vaalia ad attempts to dispel the myth that if yoghurt is healthy, it cannot be tasty.

The campaign aims to find memorable and entertaining ways of delivering product benefits in a market where advertising often uses “slow-motion yoghurt swirls, smiling spokes-models and weird digestive diagrams”, the brand said.

Barbara Humphries, creative director at The Monkeys, said in a statement: “This new platform shows Vaalia has a key ingredient mostly missing in the yoghurt category – a sense of humour. We wanted to have some fun, while still making sure the brand stays top of mind.”

Angela Burr, marketing director at Parmalat Australia, added: “For years Vaalia has been bringing Australians a range of yoghurts that taste indescribably good and are full of dairy goodness.
This new campaign celebrates that Vaalia feeling – ‘Full of Feelgoodness’.”

The campaign launched over the weekend and is running across broadcast television.

Client: Parmalat

  • Creative Agency: The Monkeys, Sydney
  • Chief Creative Officer & Co-Founder: Scott Nowell
  • Executive Creative Director: Vince Lagana
  • Creative Director: Barbara Humphries
  • Senior Copywriter: Tim Pashen
  • Senior Art Director: Scott Zuliani
  • Business Strategy Director: Kit Lansdell
  • Group Content Director: Ciaran Miller-Stubbs, Kelly Spence
  • Content Director: Shannon Duhig
  • Senior Content Manager: Demi Nielsen
  • Head of Production: Thea Carone
  • Producer: Sally Lankshear
  • Production Company: Photoplay
  • Director: Gary John
  • Executive Producer: Oliver Lawrance
  • Producer: Bonnie Fay
  • Post Production: The Editors
  • Sound House: Song Zu
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