Late October saw the Danone high protein yoghurt snack brand YoPRO has launched a new Australian campaign, running under its ongoing ‘Fuel Your Journey’ brand concept’, called ‘Every Millimetre Matters’.
The campaign, which was conceived and developed by independent creative agency Emotive, seeks to reminds all ‘athletes’ that absolutely everything they do – no matter how small – adds up. So even choosing a yoghurt with superior protein ultimately helps people achieve performance goals.
The campaign is led by a hero 60-second spot supported by 30-second ads and v various product-specific cutdowns and runs nationally across digital channels in harness with an integrated social media and influencer strand.
“We are thrilled to be launching ‘Every Millimetre Matters’,” explained YoPRO Brand Manager Xavier Gonzalez. “YoPRO’s delicious high protein and no added sugar range has been developed for our core audience of pro-am athletes and fitness enthusiasts as a no compromise pre, during or post work out snack to help them on their journey to reaching their performance goals.”
Emotive Head Of Strategy Michael Hogg added: “Brands love to overclaim. With YoPRO, we know a yoghurt probably isn’t going to be the difference between achieving your performance goals or not. But as another little thing that can help you get closer by providing the superior protein you need, when you need it, why wouldn’t you?”
The campaign was created for YoPRO Head of Marketing Blanca Carbonell and Brand Manager Xavier Gonzalez by Emotive. The team at the creative agency and production outfit included CEO Simon Joyce, Managing Partner & Head of Strategy Michael Hogg, Business Director Marshall Campbell, Creative Director Zane Pearson, Senior Creative & Director Rory Pearson, Junior Copywriter Cameron Burnett, Junior Art Director Jackson Tate, Executive Producer Hayley Ritz-Pelling, Producer Michael Hollis, Production Manager Alex Bray, Studio Manager Rebecca Love-Williams, Editors Tim Chivers and Spencer Austad, Designer Tim Evans, DOP Campbell Brown, Head of Distribution & Analysis: Jamie Crick and Steadicam Operator Justin Besser.
Talent identification and procurement, plus social and PR was managed by Lampoon Group where the team included CEO Josh White, Social Account Director Lauren Houghton, Social Account Manager Liz Van Oyen, Talent & Partnerships Manager Millie Dawson and Public Relations Manager Emily Simons.
Sound designer was handled by Electric Sheep with Senior Sound Designer Joe Mount and Executive Producer Kate Stenhouse.
Comment:
The campaign extends YoPRO’s ongoing ‘Fuel Your Journey’ brand platform and follows work featuring famous fitness faces and sports stars such as Andrew Papadopoulos, Kahn Porter, Abbie Taddeo, Xavier Cook and Ellia Green through every millimetre of their journeys: every rep, run, workout, shot, fall, fail, test, triumph and choice.
This October campaign followed on from the brand’s May 2020 lockdown ‘Fitness Challenge’ (see case study).
Links:
YoPRO
https://www.instagram.com/yoproAU/
https://www.facebook.com/yoproAU
https://www.youtube.com/channel/UC5kaUl_sTC0v2f9OEOdXvew
Emotive
Lampoon Group
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