Farmfresh
Problem Statement:
Farm Fresh faced the challenge of connecting with their target audience and positioning their yogurt drink as a healthy snack option that appeals to a broader demographic. The perception of yogurt as primarily for older, health-conscious consumers needed to be shifted to attract a wider audience.
Strategic Insight: "Everyone craves a sense of belonging."
The key insight from research revealed the need to position Farm Fresh yogurt drinks as suitable for everyone, breaking the perception that they are exclusively for healthy consumption or an older demographic. By appealing to emotions rather than logic, leveraging engaging visuals, and using language familiar to the target audience, the campaign aimed to create a sense of exclusivity, hype, and demand for the brand among a younger, more diverse audience.
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Creative Concept:
The "For Everyone" campaign was developed to appeal to the emotions, wishes, and ambitions of the target audience, driving the cool factor and exclusivity of Farm Fresh yogurt drinks. The campaign leveraged various factors to resonate with the audience, including inspiration ("yogurt keeps you inspired"), social activities ("Netflix & Chill" movie nights with friends), and recipes for experimentation and sharing online. By positioning Farm Fresh yogurt drinks as both healthy and fun, the campaign aimed to create excitement and enthusiasm among consumers, encouraging them to incorporate the product into their daily lives in creative and enjoyable ways.
Refresh
Problem Statement:
Refresh yogurt faced the challenge of connecting with their target audience, primarily Gen Z and millennials, who are interested in various trends and cultural aspects but may not be aware of or engaged with the brand.
Refresh yogurt faced the challenge of connecting with their target audience, primarily Gen Z and millennials, who are interested in various trends and cultural aspects but may not be aware of or engaged with the brand.
Strategic Insight:
The strategic insight was to position Refresh yogurt as an accessory for the "cool gangs," tapping into the target audience's desire to be part of something exciting and trendy. By addressing their Fear of Missing Out (FOMO), the campaign aimed to create a sense of belonging and excitement around the brand, positioning it as a necessity for those who want to join the new clique and be part of the "reFresh side" of life.
The strategic insight was to position Refresh yogurt as an accessory for the "cool gangs," tapping into the target audience's desire to be part of something exciting and trendy. By addressing their Fear of Missing Out (FOMO), the campaign aimed to create a sense of belonging and excitement around the brand, positioning it as a necessity for those who want to join the new clique and be part of the "reFresh side" of life.
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Creative Concept:
The campaign, "The Flip Side - Flip to the reFresh," revolves around the concept of transitioning from the old to the new, exaggerating the feeling of refreshment that comes with enjoying Refresh yogurt. The campaign highlights the brand as a cool and fun drink to have at parties, emphasizing its role as an accessory for the target audience's lifestyle. The use of TikTok as the primary platform for the campaign aligns with the target audience's preferences and allows for engaging and trendy content that resonates with them.
The campaign, "The Flip Side - Flip to the reFresh," revolves around the concept of transitioning from the old to the new, exaggerating the feeling of refreshment that comes with enjoying Refresh yogurt. The campaign highlights the brand as a cool and fun drink to have at parties, emphasizing its role as an accessory for the target audience's lifestyle. The use of TikTok as the primary platform for the campaign aligns with the target audience's preferences and allows for engaging and trendy content that resonates with them.
