Meadow Fresh launches new KALÓ brand campaign via DDB

Meadow Fresh, in partnership with DDB Group Aotearoa, is unveiling a fresh KALÓ brand campaign, marking its first appearance since 2018, spotlighting KALÓ as the authentic choice for Greek yoghurt.

In the hero film, ‘I Want Real’, we meet an unlikely hero called K729-33 (Kay for short), who among other things, dreams of tasting KALÓ’s thick, creamy, and authentically made Greek yoghurt.

Kay is a sentient supermarket self-checkout machine, tormented all her short life by a display of KALÓ yoghurts directly across from her, despite the fact she is unable to taste them.

Danielle Dyson, Head of Dairy Marketing and Category at Goodman Fielder says: “KALÓ is made using fresh New Zealand milk and a culture originating from the Greek island of Crete. It’s strained the authentic way, providing New Zealanders with the real deal – which is exactly what ‘I Want Real’ is all about.”

Matt Williams, Creative Director at DDB Group Aotearoa adds: “Kay is all of us. In a world that’s becoming increasingly more fake by the day – AI, social media, the Kardashians’ faces – Kay craves a life that’s a little more real and authentic, like we all do.    

“And you can’t get much more real and authentic than KALÓ’s Greek yoghurt. Who better to tell us that, over and over again, than a sentient self-checkout machine who’s never so much as tasted it?”

‘I Want Real’ launches as an integrated campaign.


Client credits:

Francis Coulter: Head of Retail Marketing

Danielle Dyson: Head of Marketing and Category, Dairy

Michael Campbell: Senior Brand Manager, Dairy

Agency credits: DDB Aotearoa

Production Company: The Sweetshop

Director: Max Barden

Executive Producer: Ben Dailey

Executive Producer: Kate Roydhouse

Producer: Anna Stuart

Cinematographer: Crighton Bone

Stills Photographer: Troy Goodall

Offline Editor: Dan Kircher

Grade @ Images & Sound: Alana Cotton

Online @ The Sweetshop: Stu Bedford  

Media agency: MBM

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