Image boost: Total’s aim
Total yoghurt seeks agency for UK push
Matt Cartmell, prweek.com, Wednesday, 12 September 2012, 9:38am,
Greek yoghurt brand Total is on the hunt for agency assistance as it looks to expand its presence in the UK.
PRWeek understands that Total, which is owned by Greece-based company Fage, is in talks with several agencies.
It is thought that the work will focus on building the brand in the UK, where it hit shelves in the 1980s.
A well-placed agency source said: ‘It has run an advertising campaign for a few years now and it is now starting to look at PR again. The intention will be to find ways of boosting its image.’
Total is one of Fage’s leading brands. The company is reported to have suffered a 23 per cent fall in domestic sales in the first half of 2012, although this has been offset by growth abroad. The Greek yoghurt sector is worth £73m in the UK.
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