Jan 20

Yoplait Calls Out Chobani by Name in Greek Yogurt Taste Test Campaign

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After struggling to gain share in the Greek yogurt segment, Yoplait is taking the gloves off with a new campaign that calls out category leader Chobani by name.

One TV ad in the campaign, called “The Yoplait Greek Taste-Off,” declares that “people agree, Yoplait Greek blueberry tastes better than Chobani blueberry.” The brand, part of General Mills, cites a national taste test it says found that 65% of consumers prefer the Yoplait variety to Chobani’s fruit-on-the bottom version.

The effort will include digital, social, PR and in-store promotions, including taste tests in hundreds of grocery stores. It will encourage consumers to do their own side-by-side comparisons and share the results on Twitter, Facebook and Instagram with the hashtag “#TasteOff.” There will also be a Tumblr page at GreekTasteOff.Tumblr.com.

Continue reading at AdAge.com

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