LEVERAGING PRODUCT TRUTHS FOR STANDOUT GROWTH
Noosa
Flavour From Down Under
Capabilities
Creative
Design
Media
Production
Strategy
PROBLEM
Calling All Blokes & Sheilas. Our task was to get consumers to see a more superior way to enjoy their morning yogurt. Noosa sits in a category that feeds the body but not the soul, and bargains for your attention with discounts. These other brands are all about less calories, less sugar, less fat or more protein, but they were missing a premium experience opportunity.
OUTSIDE-INSIGHT
The intersection of both product and consumer truth is the very reason noosa exists, going back to the Aussie origins - a style of yoghurt intentionally made full on, never skimming or holding back on taste and enjoyment.
SOLUTION
Make noosa synonymous with a no holds barred Aussie approach.
AUSSIES DON’T SKIM.
MEDIUM
A full 360-degree campaign was created to “re-launch the brand” and drive continuity into every corner of audience connection from OLV, social, influencers, PR, partnerships and shopper marketing, to turning the website upside down in order to engage consumers in a memorable way that drove attribution down to point of purchase.
OUTSIZED IMPACT
Since launch in 2023 this has been a turnaround story, from stagnant sales to outpacing the category in both dollar and units. The brand saw a 20% increase in growth at their most important big box retailer. And the most recent brand equity tracker study, polled in May 2024, showed a Net Promoter Score 9 points higher than the category average.
MORE WORK
Noosa
Noosa
Noosa
ESPN
Blue Shield of California
