Why Envious Singing Snacks Brought This Canadian Yoghurt Brand to the Table

What comes to mind when you think of yoghurt ads? Is it vivid, bright visuals depicting how good a morning can be when it starts with a serving of this dairy-based product? A montage of swirling fruits descending into a creamy cup? Or maybe the delighted reaction of a child who gets to enjoy yoghurt for breakfast? 

One way or another, the creative can often take itself a tad seriously, and usually focuses on making the taste and aesthetic of the food product the focal points of the work, and the major selling points for why one ought to buy into a certain brand of yoghurt hype. 

But, for Canadian dairy company Lactalis, this was no way to sell its brand, iÖGO. With the goal of positioning it as a versatile and fun snack for all occasions, it needed something remarkable to stand out from a sea of sameness, and this is where creative agency The Hive came in to play. 

Tasked with finding a unique way to captivate an audience, the brightest idea at the brainstorm table was to craft a catchy song, embracing the proven impact of musical commercials. Plus, who doesn’t love a good old-fashioned musical number? 

Of course, that was much easier said than done. What does a yoghurt brand sing about, after all? As described by the agency’s co-executive creative director, Sacha Ouimet, “The real challenge lay in presenting [the creative] with a contemporary twist.”

As it turns out, the answer could be found at the front of just about every person’s fridge - alternative snacking options. Rather than jump straight in with a singing cup of yoghurt plugging the brand, an animated muffin - later joined by jelly - belted out an upbeat, show-stopping lament for the fact that they simply could not compete with iÖGO’s undeniable appeal – smooth, creamy and made with real fruit. 

“Inspired by the charm of Pixar, we visualised a world where other snacks are envious of iÖGO’s allure,” Sacha added. “In many ways, we picture the secret life of snacks in a fridge, reminiscent of the concept from 'Toy Story'.”

So how does an agency actually go about writing an earworm that works in both English and French? Strong preparation, of course, but bringing in the right help goes a long way too. 

To this end, The Hive collaborated with music studio French Fries, and, as Sacha describes him, the “multi talented” Yan Dal Santo. “Yan was amazing,” he continues. “Being bilingual, not only did he meticulously craft the lyrics, ensuring consistency in rhythm, tone, and impact in both languages, but thanks to him, we were introduced to a variety of artists - some of whom would prove the ideal voices for our animated characters.”

However, music was only half the battle. Per Sacha’s point, it’s very hard to create a Pixar-esque spot without animation, so that was a huge asking point for executing the final spot successfully. 

Fortunately, fellow Canadian studio, Rodeo FX would prove up for the task. “With its impressive portfolio, the team was immediately enthusiastic about our vision,” Sacha says. “3D projects like ours demand continuous iteration, so this sense of teamwork and collaboration proved instrumental.”

In keeping with this, not a single decision made with regard to the creation of visuals was spontaneous. Even the selection of singing snacks was driven by in-depth research alongside the brand, in order to determine what would prove most impactful.

“Preparation is paramount, from mood boards to music. But, the most crucial element is fostering a genuine partnership with your client,” Sacha notes. 

Subsequently, this would also prove one of the most challenging parts of the entire process. “Illustrating 3D concepts, especially new characters, can be complex,” Sacha notes. “Midjourney's AI tool was invaluable in visualising our concept, which Rodeo then perfected.”

But equally tricky, he continued, was the time-intensive nature of character creation in today’s fast-paced advertising world. “It was all about teamwork! Because the entire project spanned only three months, frequent discussions with everyone were essential - even about things like the muffin’s emotions or the jelly’’s transparency. This was the only way we could ensure that we combined our visions to bring the concept to life.”

But, the effort would prove well worth it. Since launch, the campaign has received rave reviews, and more importantly, according to Sacha, has proven memorable for Canadian audiences - demonstrating the fact that yoghurt snacks should be fun for everyone… something shown simply by looking at reactions within Sacha’s household. 

“I've always dreamt of creating a Pixar film, and with this 30-second ad, I felt like I achieved that,” the ECD admits. “Plus, it made me my daughter’s hero! She’s a huge Pixar fan!”