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Cossette proudly unveils the Protein Made Easy campaign for Yoplait Source, introducing the brand’s newest addition to its product line: a delectable protein yoghurt boasting a smooth and creamy texture. This marks the brand’s first campaign since 2017, designed to ignite excitement for the launch of this distinctive offering by focusing the campaign on the quest for yoghurt with outstanding taste, texture and nutritional benefits.

In a highly competitive market where communications are abundant, Yoplait wanted to distinguish itself by highlighting the added value of its new product. While the health benefits of protein are widely recognised, consumers often struggle to find a simple and accessible protein. Therefore, the strategy was to move away from yoghurt’s usual spot at the grocery store by emphasising what sets it apart from other protein sources: its accessibility and simplicity.

“It’s surprisingly a protein yoghurt that doesn’t taste like one!” expressed Gilles Legault, creative director at Cossette. “That’s why we positioned this new product as a tasty discovery in the yoghurt aisle that’s bound to surprise and delight. Through an original and playful approach, we juxtaposed the yoghurt containers with popular protein sources like eggs and cans of beans, positioning Yoplait Source Protein as the easiest, most convenient solution for health-conscious individuals.”

“Finding a convenient and satisfying protein source for breakfast and snack time can prove to be a challenge,” expressed Jenny Chiasson, associate director, brand experience at General Mills Canada. “To generate awareness for our product launch, this campaign will resonate with those who have wandered the yoghurt aisle only to leave empty-handed or unsatisfied. With our new offering, you no longer have to compromise on taste or convenience. You’re getting the protein, the smoothness, the flavour, and no added sugar—all in one.”

The Protein Made Easy campaign will run across Canada until May 26, 2024, and will feature integrated activations, including out-of-home executions, TV spots and various digital assets across social media platforms.