Yoplait belts out ‘Yoplait Your Day’ brand platform with AJF Partnership
Yogurt brand Yoplait has released a new brand platform that celebrates the delightful joys the dairy treat brings to all generations, via AJF Partnership.
The ‘Yoplait Your Day’ campaign – the brand’s first major one in close to three years – is led by a 30-second advertisement that leverages the 1977 hit, ‘Lovely Day’ by American R&B and soul singer Bill Withers.
The spot features a man taking a spoonful of Yoplait before belting into a wall-breaching resonance that affects all those within earshot, encouraging people from across generations to sing along as they consume their Yoplait products.
“Yoplait has been a staple in Australian fridges since 1982 and has continued to build trust in its name and quality over this time,” explained Yoplait marketing manager, Niamh Farrell.
“We hope long-time Yoplait fans love seeing our brand evolve as we launch our first major campaign for Yoplait in almost three years.
“The campaign focuses on celebrating the joyful nature of our products and their wide appeal across all demographics.
“We think that ‘Yoplait Your Day’ is a fantastic way to spread the joy of the brand to more households across Australia, and we are excited for the opportunities it is going to create for Yoplait going forward.”
And with a campaign that is all about rejoicing in moments of light in the everyday, it’s no wonder that AJF Partnership’s creatives had fun with the brief.
“Being challenged to bring more joy into the everyday is always a great brief. And bringing play into adult lives where it has been largely lost is also a worthy cause,” ECD at AJF Partnership, Scott Walker, expressed.
“It’s often the little joyous moments in life that can make a difference to your whole day, and Yoplait is like opening a tub of joy so, poignantly, we had fun bringing that to life.
“It is always exciting to create work with such a truly iconic song at its heart. There are few songs as full of joy as the work of Bill Withers.”
The campaign is being rolled out across several channels: out-of-home (OOH), digital, social, cinema and TV, with the goal of reaching “4.3 million families across the country”.
While ‘Yoplait Your Day’ is not the first time AJF and the Bega-owned brand have teamed up for a campaign, it is the first piece of creative work to be announced since the news that two former AJF employees set up their own marketing, advertising and brand consultancy.
Campaign credits
Client: Bega Group
Matt Gray: General Manager Marketing
Anne Dowsley: Head of Yoghurt and Culinary, Marketing
Niamh Farrell: Marketing Manager Yoplait
Nicole Alifragis: Brand Manager – Yoplait
Creative Agency: AJF Partnership
Media: Starcom
Production Company: Collider
Director: Jack Naylor
Music: Chris Chalmers
Music Supervision, Rights, Licensing and Music Production: Charmed I’m Sure
Composer: Craig Wilson
Sound Design: Rumble Studios
Post: Arc Edit, Studio Panch
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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