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Yoplait Frozen Yogurt
Project Runway Launch Integration

RAN IN: United States

CLIENT
Wells Enterprises, Inc.

Dave Smetter - VP Corporate & Integrated Mktg. Comm.

AGENCY
Barkley, Inc. *Lead Agency

Jen Aldinger - Sr. Acct. Manager
Rae Ann Fisch - Acct. Director
Brad Hanna - SVP, Group Acct. Leader
Lindsey Ingram - Supervising Media Designer
Quinn Katherman - Sr. Copywriter
Steve Spencer - VP, Group Creative Director
Sunshine Stevens - Creative Director
Kaylan Viveros - Sr. Acct. Manager


Crossroads PR *Lead Agency

Christi Davis - Acct. Manager


A+E Network


SUMMARY

Yoplait Frozen Yogurt launched in 2013 with a $6MM budget, entering a crowded category filled with big budget brands. With a goal of becoming a top 5 brand in frozen yogurt category sales, the launch idea needed to wow. A unique agency planning process led to an idea from Media, extended by PR, Social and creative. A Project Runway sponsorship and digital integration, watch party events and social activity garnered more than 350MM impressions helping to boost Yoplait Frozen Yogurt to the #2 position in sales during its launch year.

CASE VIDEO


Hero Medium: Sponsorship

Medium Featured On Video: TV,Interactive,Events

Audience: Brand Influencers,New Audience,Women,Young Women (20-35)

Objectives: Brand launch

Type: Business-to-Consumer

Classification: National

Language: English