Fruyo is a new brand of fruit flavoured yoghurts from Total Greek yoghurt.

It contains real fruit and 0% Greek yoghurt, with no additives.

The market is highly competitive, with many brands, so the key was to trade off Total’s high reputation within the yoghurt market.

The TV advertising was designed to show the combination of real fruit and Total Greek yoghurt (note ‘Total’ does not appear on the product packaging).

The concept was to set it in a foodie market – to reinforce the natural fruit content – but how do we convey the mix?

The solution was pure magic – literally. We hired in up-and-coming TV magician Ben Hanlin, star of ITV’s ‘Tricked’ series, and challenged him to do a live trick to camera – no camera tricks, CGI or post!

The ad was written as a 20 second slot, allowing 3 ads for the time of two 30s, so increasing OTS by 50%. (Media planning & buying was by Total Media.)

The ad has already done really well with the trade and boosted confidence, it’s been Ad of the Week in the The Grocer and is already translating into increased brand awareness and sales.

Having selected the theme of magic and hired in Ben, we were easily able to extend the campaign into social media content and produced four street magic videos.