Meadow Fresh seeks approval from Gwyneth Paltrow in newly launched campaign via Y&R NZ

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Screen Shot 2017-11-28 at 8.42.56 am.jpgY&R has launched a new campaign for Meadow Fresh’s new authentic Greek yoghurt, ‘Kaló’, which begs the ultimate question – is it good enough for Gwyneth?

Kaló is New Zealand’s first mainstream authentic Greek yoghurt, made using only two ingredients; 100-year-old culture from Crete and Meadow Fresh milk from New Zealand – so it’s good.

Meadow Fresh KALO 1 (1).jpgSo good in fact, Y&R believe the one and only ‘Queen of All Things Good’, Gwyneth Paltrow will love Kaló… just as soon as she tries it. One tinyMeadow Fresh KALO 2 (1).jpg problem – without a Hollywood-sized budget, Y&R is taking a more authentically Kiwi approach to get Gwyneth to endorse Kaló. The campaign has launched with a series of TVCs, OOH, digital and social aims to capture MeadowMeadow Fresh KALO 3 (1).jpg Fresh’s favourite, healthy-living celebrity’s attention, whilst encouraging Kiwi yoghurt lovers to also try authentic Greek yoghurt.

Says Tim Huse, ECD, Y&R NZ: “Right from the start we saw that everyone who tried Kaló, genuinely liked it. That simple fact gave us the confidence to announce Kaló’s arrival in a way that confirms to our audience that it’s no ordinary yoghurt.”

Says Tim Deane, managing director, Goodman Fielder: “Authentic Greek yoghurt is seeing huge growth around the world, and we’ve been waiting for a long time to introduce a product like Kaló.

“We know that Kiwis will love it, when they try it. New Zealanders, and, hopefully, one natural food devotee in Los Angeles.”

Client: Goodman Fielder

Tim Deane – Managing Director

Rachel Ellerm – Head of Marketing

Katherine Jensen – Head of Dairy Category

Natalie Bourke – Senior Brand Manager

Lorriane Breheny – Head of Strategy

Meghan Blair – Head of Consumer Engagement

Ra Fletcher – Group Corporate Affairs Manager

Kate Swan – Digital Marketing Manager

Kristin Mooney – Consumer Engagement Specialist

Agency – Y&R

Josh Moore – CEO / CCO

Jono Key – Managing Director

Tim Huse – Executive Creative Director

Ellen Fromm – Copywriter

Kate Lill – Art Director

Hayley Read – Planner

Sacha Moore – Senior Agency Producer

Anna Kennedy – Head of TV and Content

Katie Loverich – Senior Account Director

Lauren Framp – Account Manager

James Wendelborn – Head of Design

Media – MBM

Sean McCready – Managing Partner

Penelope Burns – Client Services Director

Amy Greene – Media Manager

Kate Welsh – Media Planner Buyer

Sarah Roodt – Digital Manager/Senior Search and Performance Manager

Emily Ostrowska – Digital Director

PR – PPR

Louise Paul – Market Leader

Alex Dawson – Account Director

Abby Watson – Account Manager

Production Company – Eight

Director – Miki Magasiva

Managing Director / Producer – Katie Millington

Sound Design – Liquid

Photographer – Toaki Okano – The Collective Force