Product category:
Integrated marketing
News Release from: 141 Worldwide
Edited by the Marketingservicestalk Editorial
Team on 27 June 2007
Total yoghurt mailer probes consumers
141 Worldwide/London's latest piece of work for Total Greek Yoghurt is a direct mailer that aims to help producers, Fage, better understand their target audience.
The mailer will go out to Fage's (pronounced Fa-yeh's) existing database of 45,000 consumers in early July It includes a questionnaire, a 40p-off voucher redeemable against the new range of 150g and 500g healthy '2%' Total products and showcases Total's new younger brand look and feel
The results of the short questionnaire will inform future segmentation of direct mail campaigns and help Fage build a stronger relationship with its audience.
Chris Dry, of 141, said: "This direct mail piece marks the second stage of a campaign we have designed for Fage that aims to educate consumers about Total Greek Yoghurt and redefine it as a pure, natural product for modern tastes.
"It also delivers important audience intelligence to Fage that will deliver added value to future communication between them and their consumers".
Laura Darke of Total Greek Yoghurt added: "The results from the questionnaire will help us understand more clearly who our current audience is and how to target them and new markets.
"This is a key piece for Fage as it will further establish our products in today's marketplace and findings will underpin much of our future marketing strategy".
The mailer drives consumers to a refreshed, interactive website, designed by 141, which launched last month, and like the site includes a range of sensual images of Total yogurt accompanied by partner foods including honey and mixed berries.
Total is currently embarking on a 120 venue sampling tour and the site allows consumers to find out when the Total Greek Yoghurt tasting roadshow visits their local supermarkets and to pick up ideas for new ways to enjoy the UK's top authentic Greek Yoghurt brand.
The agency secured the Fage business via a five-way competitive pitch earlier in the year.
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