Danone UK brings in Burson-Marsteller to launch Oykos yogurt

The Greek-style Oykos is Danone UK’s first new brand for more than a decade.

Along with product placement and social media management, Burson-Marsteller will also be conducting brand ambassador communications with the star of the Oykos ad, TV presenter and actress, Amanda Holden.

Angela McGee, senior brand manager, innovation, Danone, commented: ‘We believe Oykos luxury Greek-Style yogurt, with its gorgeously creamy texture and sumptuous fruit layer can really accelerate the trend we are seeing in the yogurt market toward delicious luxury products.

'Burson-Marsteller has significant experience in the FMCG sector, as well as with Danone and brand ambassador campaigns, so the team is well placed to help us create positive buzz and excitement around this sexy new brand and gorgeous-tasting product.’

Oykos adds to Burson-Marsteller’s consumer brand portfolio, which includes Danone brands Activia, Actimel and Shape Delights, as well as motor company Ford.

David Page, Burson-Marsteller MD, added: ‘Our work with Danone over the past three years has gone from strength to strength and we are incredibly proud to be able to work with the biggest name in the CYD sector. We’re looking forward to communicating Oykos’ brand point of view, of affordable luxury, in its tongue in cheek tone of voice.’