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

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.

VIEW THE FRESH KALO SPOT
VIEW THE FRESH KALO RANGE SPOT
VIEW THE FRESH KALO NO ADDED SUGAR SPOT
VIEW THE FRESH KALO AUTHENTIC SPOT
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."

View the campaign hub.

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

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