Meadow Fresh and McCann NZ launch new campaign for Kaló

Meadow Fresh and McCann New Zealand are launching the latest chapter of the ‘Craving real?’ platform for Kaló Authentic Greek Yoghurt.

The campaign highlights the unmistakable difference between real Greek yoghurt and the category’s many ‘Greek-style’ imitators, with one simple truth: Kaló is so thick it can be eaten with a fork.

Show what’s superior

The hero film brings that truth to life through an unlikely ambassador – Poseidon, the Greek God of the Sea – who confidently demonstrates the superior thickness and authenticity of Kaló using his trident.

Leaning into humour, the campaign dramatises just how far removed Kaló is from the thinner, less authentic alternatives filling supermarket shelves.

The work also continues Kaló’s long-standing positioning around authenticity, reinforcing that the yoghurt is made using fresh New Zealand milk, a culture originating from the Greek island of Crete and authentic straining methods to create its signature thick and creamy texture.

Not all Greek yoghurt is created equal

Danielle Dyson, head of marketing at Goodman Fielder, says: “When your yoghurt is thick enough to eat with a fork, it deserves a spokesperson who takes forks very seriously.

“Poseidon felt like the perfect fit – he’s Greek, dramatic and already carries around a giant three-pronged utensil. Bringing him into the world of Kaló gave us a fun and memorable way to remind people that not all ‘Greek’ yoghurt is created equal.”

A big product demo

Matt Williams, creative director at McCann New Zealand, says most yoghurt ads feel like they were shot inside a show kitchen – slow-motion spoon dips, smiling mums and precocious kids. The team wanted to bring something more interesting and real to the category.

“At its heart, this campaign is really one big product demo – super thick yogurt on a fork, just not on the fork you expected. It’s ridiculous, unexpected and hopefully impossible to miss.”

The fully integrated campaign is launched with a hero TVC and follows with OOH, digital and social.

The post Meadow Fresh and McCann NZ launch new campaign for Kaló appeared first on stoppress.co.nz.