Meadow Fresh Seeks Approval from Gwyneth Paltrow in Newly Launched Campaign

Y&R New Zealand has launched a new campaign for Meadow Fresh’s new authentic Greek yoghurt, ‘Kaló‘, which begs the ultimate question – is it good enough for Gwyneth?

Kaló is New Zealand’s first mainstream authentic Greek yoghurt, made using only two ingredients; 100-year-old culture from Crete and Meadow Fresh milk from New Zealand – so it’s good.

So good in fact, Y&R believe the one and only ‘Queen of All Things Good’, Gwyneth Paltrow will love Kaló… just as soon as she tries it. One tiny problem – without a Hollywood-sized budget, Y&R is taking a more authentically Kiwi approach to get Gwyneth to endorse Kaló.

The campaign has launched with a series of TVCs, OOH, digital and social aims to capture Meadow Fresh’s favourite, healthy-living celebrity’s attention, whilst encouraging Kiwi yoghurt lovers to also try authentic Greek yoghurt.

Tim Huse, ECD, Y&R NZ said: “Right from the start we saw that everyone who tried Kaló, genuinely liked it. That simple fact gave us the confidence to announce Kaló’s arrival in a way that confirms to our audience that it’s no ordinary yoghurt.”

Tim Deane, managing director, Goodman Fielder added: “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. We know that Kiwis will love it, when they try it. New Zealanders, and, hopefully, one natural food devotee in Los Angeles.”

Source: Campaign Brief

  Celebrity Endorsements, Dairy Products, Food, Greek Yoghurt, Gwyneth Paltrow, Kaló, Marketing, Meadow Fresh, New Zealand, Y&R, Young & Rubicam