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Yoplait Oui – Say Oui

Background

 

In 2017, Yoplait helped create an entirely new category in the American grocery aisle: French style yogurt. Embracing the way yogurt was made in the past, with simple, non-GMO ingredients, Yoplait introduced Oui – a thick and subtly sweet yogurt in its own glass pot. Ooh la la.

Our Objective

Raise product awareness, explain what French-style yogurt is and why it should be our audience’s “new simple pleasure”. We wanted to stand apart from other yogurts that brand themselves in a functional or health-conscious way, and instead present an experience that encourages slowing down and enjoying life.

The BIG IDEA

Immerse the audience in the aspects of French culture that celebrate slowing down and savoring life’s little moments. We called the campaign “Say Oui”.

The 360 degree, cross-platform campaign included editorial sponsorships and custom branded content built around infographics, videos, and articles with Travel + Leisure, Real Simple, Food & Wine and more. Not to mention a custom event aligned with InStyle and promoted by TIME Inc. social influencers.

VIDEO CONTENT

NATIVE & EDITORIAL CONTENT

IMPACT

From day one, Oui was a hit. The campaign was even postponed for two months due to Oui selling out on shelves everywhere.

When the campaign landed, not only did our audience connect with the romantic message of slowing down and savoring, but they truly engaged. Videos like “How to Plate your French Breakfast” saw a 61% completion rate while native content saw an average engagement rate of 53 seconds (exceeding the Time inc. average by 20 seconds). To that, we say “parfait!”