The campaign was directed by Sherpa's Barney Howells.
With only two grams total sugar printed loud and proud on the front of the tub, Two Good really is a yoghurt with nothing to hide when it comes to sugar transparency to consumers.
This unique proposition inspired the creative platform and campaign developed by Communicado to not only build awareness of the Two Good brand, but also educate consumers, many of whom are unaware of the total sugar content placed in tiny type on the back of some ‘Other Yoghurts’.
Two Good senior brand manager Ramona Culda says: “The Communicado team have created a comprehensive integrated campaign that uses humour and a simple insight to clearly illustrate the total sugar difference between Two Good and some Other Yoghurts.”
Communicado executive creative director Sarah McGregor says: “This was a great opportunity to speak to the virtues of a product with a real point of difference. We knew it was time to shine a light on those Other Yoghurts and their higher total sugar content that’s always written in teeny tiny font on the back of pack.”
Directed by Sherpa director Barney Howells, the campaign includes a suite of digital videos starring Nina Oyama and Josh Earl who bring Two Good and “Other Yoghurt” to life as characters that awkwardly navigate the differences between them.
Casting stand-up comedians was integral to the strategy to educate consumers about the higher sugar content in yoghurts in an engaging way.
The creative platform will be further amplified via an integrated campaign across OOH, PR, sampling and social media implemented by Communicado and media strategy by Principle Media Group.
Credits
Client – Danone Murray Goulburn
Two Good Senior Brand Manager – Ramona Culda
Integrated Agency – Communicado
Executive Creative Director – Sarah McGregor
Account Director – Eliza Mielczarek
Production – Sherpa
Director – Barney Howells
Executive Producer – Nat Taylor
Media Agency – Principle Media
Group Managing Partner – Peter Toone
Account Director – Sam Waldren
Digital Manager – Emma Goodchild
