Campaign: Yoghurt brand boosted by Greek connection - Consumer PR

Campaign: Total Greek Yoghurt PR Campaign

Client: Gordon Conrad

PR team: Haygarth

Timescale: March-November 2004

Budget: £105,000-£120,000

Gordon Conrad, the UK distributor of Total Greek Yoghurt, wanted to increase awareness of its range of yoghurts, dips and cheeses. It hired Haygarth to exploit interest in Greek culture and cuisine as a result of the 2004 Olympic Games in Athens. Objectives

To increase sales. To drive traffic to the Total Greek Yoghurt website.

Strategy and Plan

Total Greek Yoghurt was not an Olympic sponsor, so the team had to be careful about how closely it linked the campaign to the Games. Consequently, the campaign was linked to Greece.

Because the team did not have a product to launch, it needed to create a news hook around existing products to stir up interest among the press.

Development chef Paul Wharrier created recipes for classic Greek dishes in a bid to emphasise the authenticity, quality and versatility of the Total Greek Yoghurt range.

Haygarth invited journalists to sample these recipes and sent press kits to regional publications and trade titles. It placed advertorials and competitions, such as trips to Athens and dinner at The Real Greek restaurant, in several publications.

Measurement and Evaluation

Nearly 60 journalists from 28 national, regional and consumer lifestyle publications attended the recipe-sampling event. To date, coverage has appeared in around 75 per cent of the titles targeted. These have included The Grocer, The Observer's Food Monthly, the Daily Express, Good Housekeeping, BBC Good Food, Prima, Men's Fitness, Ideal Home, Woman's Own, Chat, Woman's Weekly, Weight Watchers Magazine, Rosemary Conley Diet and Fitness, Slimming Magazine, the Yorkshire Evening Post and the Sunday Post.

In-house evaluation has estimated that the editorial coverage reached an audience of more than 20 million people, and that the overall campaign, including media promotions, reached more than 33 million people.

Results

Sales of the product range increased by 30 per cent in 2004, while sales of some products last August were 400 per cent higher than in August 2003. Hits to the website also increased, peaking at 17, 714 in August.

'When the team came in, I was impressed by the effort it had put into creating its own recipes,' says Good Housekeeping cookery editor Emma Marsden. 'In our February issue, we feature low-fat cooking. I'm happy to include Total Greek Yoghurt in some of the recipes.'

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