Challenge


Reposition Go Ahead! Yoghurt Breaks as a genuine mealtime replacement.

INSIGHT

Most people start their day with a familiar mix: fruit, yoghurt, and grains. It turns out Go Ahead! Yoghurt Breaks contain exactly that — just in a more convenient, portable format. In essence, it’s a breakfast bowl… without the bowl.

SOLUTION

We repositioned Yoghurt Breaks as a breakfast nicely wrapped up in a bar “The whole bowl, for on the go” — highlighting the product as the no-mess, no-fuss way to bring breakfast with you, a smart solution for busy mornings. This concept was rolled out across an integrated campaign including digital, direct mail, experiential, and in-store POS.