While the Greek yoghurt boom is still here and many Greek and Greek-style yoghurt brands are flooding the market, Total Greek yoghurt maker Fage is launching a new British TV ad which will be aired for the first time in the United Kingdom on June 8, during ITV’s Britain’s Got Talent finals.
With this new advert, Fage wants to highlight that its yoghurt is made and has a history in Greece, “the real deal in a world of Greek-style pretenders,” as the company comments. The Greek dairy company Fage S.A., is one of the major dairy brands in Greece, headquartered in Athens.
The new Total Greek Yoghurt advert that goes live on June 8, ends with the following words: “unchangeable since 1926,” while the rest of the ad illustrates the life in a traditional Greek village in the 1920’s. According to what the company says, Fage has increased its advertising spend for 2013.
“British consumers are becoming savvier when it comes to food transparency,” stated Andrew Turton, the UK marketing director. They want to know the story of their food – what’s in the products they buy and where their food has come from. They are valuing the benefit of naturally delicious and healthy foods, especially those guaranteed with a clear provenance and heritage”.
Fage’s new TV campaign marks the growing competition in the Greek and Greek-style yoghurt market as well as the recent discussion on which companies have the right to call the yoghurt they produce Greek and which should better use the term Greek-style. After all, “Greek yoghurt has to be from Greece,” as it was made clear after Fage’s victory against the US newcomer Chobani.
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(SOURCE: The Grocer)
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