Meadow Fresh seeks approval from Gwyneth Paltrow in newly launched campaign via Y&R NZ
Y&R has launched a new campaign for Meadow Fresh’s new authentic Greek yoghurt, ‘Kaló’, which begs the ultimate question – is it good enough for Gwyneth?
Kaló is New Zealand’s first mainstream authentic Greek yoghurt, made using only two ingredients; 100-year-old culture from Crete and Meadow Fresh milk from New Zealand – so it’s good.
So good in fact, Y&R believe the one and only ‘Queen of All Things Good’, Gwyneth Paltrow will love Kaló… just as soon as she tries it. One tiny
problem – without a Hollywood-sized budget, Y&R is taking a more authentically Kiwi approach to get Gwyneth to endorse Kaló. The campaign has launched with a series of TVCs, OOH, digital and social aims to capture Meadow
Fresh’s favourite, healthy-living celebrity’s attention, whilst encouraging Kiwi yoghurt lovers to also try authentic Greek yoghurt.
Says Tim Huse, ECD, Y&R NZ: “Right from the start we saw that everyone who tried Kaló, genuinely liked it. That simple fact gave us the confidence to announce Kaló’s arrival in a way that confirms to our audience that it’s no ordinary yoghurt.”
Says Tim Deane, managing director, Goodman Fielder: “Authentic Greek yoghurt is seeing huge growth around the world, and we’ve been waiting for a long time to introduce a product like Kaló.
“We know that Kiwis will love it, when they try it. New Zealanders, and, hopefully, one natural food devotee in Los Angeles.”
Client: Goodman Fielder
Tim Deane – Managing Director
Rachel Ellerm – Head of Marketing
Katherine Jensen – Head of Dairy Category
Natalie Bourke – Senior Brand Manager
Lorriane Breheny – Head of Strategy
Meghan Blair – Head of Consumer Engagement
Ra Fletcher – Group Corporate Affairs Manager
Kate Swan – Digital Marketing Manager
Kristin Mooney – Consumer Engagement Specialist
Agency – Y&R
Josh Moore – CEO / CCO
Jono Key – Managing Director
Tim Huse – Executive Creative Director
Ellen Fromm – Copywriter
Kate Lill – Art Director
Hayley Read – Planner
Sacha Moore – Senior Agency Producer
Anna Kennedy – Head of TV and Content
Katie Loverich – Senior Account Director
Lauren Framp – Account Manager
James Wendelborn – Head of Design
Media – MBM
Sean McCready – Managing Partner
Penelope Burns – Client Services Director
Amy Greene – Media Manager
Kate Welsh – Media Planner Buyer
Sarah Roodt – Digital Manager/Senior Search and Performance Manager
Emily Ostrowska – Digital Director
PR – PPR
Louise Paul – Market Leader
Alex Dawson – Account Director
Abby Watson – Account Manager
Production Company – Eight
Director – Miki Magasiva
Managing Director / Producer – Katie Millington
Sound Design – Liquid
Photographer – Toaki Okano – The Collective Force