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Danone Canada breaks Oikos SuperGrains campaign

Dairy company Danone Canada has begun a new campaign for its Oikos brand of Greek yogurt. The launch campaign introduces a new brand extention called Oikos SuperGrains, which the company describes as its "first foray into morning snacking." The campaign consists of online and off-line marketing aimed primarily at young professionals and consumers over the age of 45.

The creative follows-on from the brand's previous "Dream" campaign and features the same characters. Fifteen- and 30-second television commercials have been produced in English and French, which will run nationally. These will be supported by transit shelter ads, online banner ads and online video. The initiative also includes exposure on NHL television broadcasts on TSN and RDS, which will consist of an animated segment depicting the "Dream Plays" of the week.

The brand will also sponsor the Race to the Playoffs program on TVA Sports and Sportsnet. In addition, users of the music streaming service Spotify will be able to create "Dream Playlists" of music based on a personality quiz. The effort also includes social media activities, an online influencer program and an online contest component.

"The launch of Oikos SuperGrains fills an important niche, the mid-morning snack, for consumers who don't want to compromise on taste and nutrition," said Arthur Sylvestre, brand manager at Danone Canada. "The strategy behind the product launch marketing communications involves tapping in to the humour and authenticity that has resonated so strongly in previous Oikos campaigns while adding a fresh creative twist that reinforces what differentiates Oikos SuperGrains from our traditional Greek yogurt. Our campaign also reflects our target's strong appetite for meaningful experiences, which we leverage in a variety of ways."

The campaign was developed by Taxi, with digital work by Mirum, social media work by Carl, media work by Carat, public relations by National and point-of-sale materials from Geometry.

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