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Integrated: Brief for 141 is Total Greek
141 WORLDWIDE WINS BRIEF TO BOOST TOTAL GREEK YOGHURT BRAND
Following a five-way pitch, 141 Worldwide has been appointed to communicate the benefits and personality of authentic TOTAL Greek Yoghurt brand, manufactured by FAGE, Greece's largest dairy manufacturer.
The through-the-line agency will begin by revitalizing the TOTAL Yoghurt website (http://www.totalgreekyoghurt.com) which features product information, recipes, articles on health and nutrition and a general background on Greece. It will re-launch during April.
141 will go on to develop a range of promotional and advertising campaigns and experiential marketing initiatives including live roadshows and in-store promotions. The agency has also been tasked with relationship marketing activity, working to develop further dialogue with TOTAL's database of 50,000 customers who currently receive ‘Kalimera', a quarterly newsletter.
Steve Harding, 141 Worldwide CEO said: "TOTAL already has a busy communications programme in place that uses a comprehensive range of channels. We are keen to develop these and really get under the skin of TOTAL consumers to provide them with communications and initiatives that will be of real value to them."
FAGE UK PR & Marketing Manager Emma Wilson comments, "Brand awareness and driving product trial are central to our campaign. Once consumers try our products we have found that they are hooked - our experiential live roadshow aims to encourage new people to try them for themselves".
03 April 2007