Meadow Fresh and Y&R are having some fun with the launch of a Greek yoghurt by asking: ‘is it good enough for Gwyneth?’.
Called Kaló, the yoghurt is made with 100-year-old culture from Crete and Meadow Fresh milk from New Zealand, and to promote that goodness, Y&R is playing on the idea that Gwyneth Paltrow would love it.
The Hollywood star has become known for her healthy lifestyle but without the budget required to use her as a real ambassador, the campaign instead suggests Paltrow would like it by asking her to try it.
“We should get the healthiest person you can think of, Gwyneth, to try Kaló. Fingers crossed,” says the voiceover.
But it’s not just Paltrow who Meadow Fresh and Y&R believe will love the yoghurt, as the messages all include a suggestion that Kiwis give it a go as well.
In a dedicated section on the Meadow Fresh website, visitors are being asked whether or not they are Gwyneth. Those who answer ‘yes’ are rewarded for their eagerness to try the yoghurt with a discount coupon, while those who answered ‘no’ are also given a coupon in an effort to encourage them to try healthy living.
“Authentic Greek yoghurt is seeing huge growth around the world, and we’ve been waiting for a long time to introduce a product like Kaló,” says Tim Deane, Goodman Fielder managing director.
“We know that Kiwis will love it when they try it. New Zealanders, and, hopefully, one natural food devotee in Los Angeles.”
The campaign launched this week with a series of TVCs, out of home, digital and social.
Y&R picked up the dairy and grocery sections of the Goodman Fielder business in September. Shine previously worked on the brand before losing the dairy and baking sections that it had on its books.