What do you get when you pair drool-worthy, dessert inspired, craveable ingredient shots with colourful, feel-good animations? You get the latest campaign from noosa yoghurt - introducing the brand’s new Frozen Yoghurt Gelato.
The brand is giving the ice cream category a tasty upgrade - delivering “permissible indulgence” with this first-ever combination of wholesome noosa yoghurt you can feel good about and delicious velvety gelato. And the new socially-led campaign 'Tastes Like, Feels Like' launches this week, with a new 30-second spot that sits at the center of the initiative.
Developed in partnership with longtime creative partner and agency of record Butler, Shine, Stern & Partners (BSSP), this new campaign brings us back into the fun, colorful world of noosa, leaning on its signature visual ASMR approach to show off its full flavour and creamy texture, made with whole milk yoghurt and high-quality ingredients. From Chocolate Fudge and Sea Salt Caramel to Honey Vanilla Bean and Strawberries & Cream, the creative brings the unique flavour profile of this new line to life - you can’t help but want to indulge.
“Tastes Like, Feels Like” will be a socially-driven campaign with paid efforts across Facebook, Instagram, and Pinterest. Additional campaign elements include short cuts of the main spot, along with a series of playful GIFs and static assets for social media, that show off the same fun visuals and animations.
This new campaign builds on the “Full On Tasty” worked BSSP launched for noosa in 2020. Following the launch of this successful and breakthrough campaign noosa’s growth has outpaced the category as more consumers discover noosa.
Nicole McDonagh, group creative director at BSSP, says: “The noosa yoghurt brand has always been delicious and one-of-a-kind, and their new Frozen Yoghurt Gelato is no different. We wanted to give our noosa fans something as unique and wonderfully unexpected as the Gelato itself. And because the brand only uses the most wholesome ingredients, you can feel really good about indulging — in fact there are hundreds of insanely happy feelings that can happen. Just try it. We got early samples and our team is hooked."
Clint Mickel, senior marketing director, Breakfast and Snacking at noosa, comments: “When we decided to launch noosa into the ice cream category, we set out to bring dessert lovers something brand new: the first yoghurt gelato. Our decadent tasting gelato has the wow flavour and indulgent taste noosa is known for, along with all the benefits of our wholesome yoghurt - with probiotics, real fruit and no preservatives. It’s truly a permissible indulgence. Bringing together the best parts of whole milk noosa yoghurt and decadent gelato, we’ve created the ultimate taste experience that gives consumers the best of both worlds.”