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Yoplait Greek campaign issues taste challenge
January 20th, 2014
MINNEAPOLIS – Yoplait is issuing a challenge to Greek yogurt rival Chobani in a new national marketing campaign.
The General Mills yogurt brand said Monday that it recently conducted a national taste test revealing that 65% consumers prefer Yoplait blueberry Greek yogurt over the same Chobani flavor.
Yoplait is sharing the findings in the marketing campaign, dubbed "The Yoplait Greek Taste-Off." Launched Monday, the campaign asks consumers nationwide to do their own side-by-side taste tests of Yoplait Greek blended blueberry yogurt and Chobani blueberry fruit on the bottom and then share what they think on Twitter, Facebook or Instagram using #TasteOff. Yogurt fans also can visit GreekTasteOff.com to see what other people think and share their own opinion, no matter which Greek yogurt they prefer.
"We are focused on one thing, making Greek yogurt taste as good as it can be, so we asked yogurt fans if we had succeeded," stated Carla Vernón, marketing director for Yoplait Greek. "They overwhelmingly said yes, and now we owe it to everyone to share the news of a better-tasting blueberry Greek yogurt."
The advertising campaign kicks off with a new television commercial titled "Taste-Off", which spotlights real consumers trying both brands of Greek yogurt for themselves. The campaign includes digital, social, public relations and major grocery activation, including taste tests in hundreds of stores across the country.
Yoplait noted that it launched its new Yoplait Greek yogurt last year after hearing many people talk about their interest in Greek but dissatisfaction with the taste of some of the leading brands. The company said Yoplait Greek uses a strained Greek yogurt, a special blend of slow-fermenting cultures, with real fruit pieces blended in to the yogurt, and the same high-quality recipe consumers have come to expect in Greek yogurt.
In addition, this month, people can enjoy three new flavors — strawberry, cherry and raspberry — along with the existing flavors blueberry, tangerine, vanilla, strawberry raspberry, coconut and pineapple.
Each cup of Yoplait Greek yogurt is made with natural colors, flavors and sweeteners and packs 100% more protein than regular yogurt (11g of protein per serving), the company said. Yoplait Greek is available nationwide with a suggested retail price of $1.29 per 5.3-ounce cup.