"The increase in consumption of yoghurt has been one of the fastest growing food trends of the decade," says Davina Wertheimer, business unit director at JWT Johannesburg. "Through in-store signage placed strategically within retailers stocking the new multipack, consumers are introduced to the two new flavours - strawberry and tropical fruit. The entire range has no artificial colours, contains real fruit and offers real yoghurt and high fruit content."
The agency has created in-store banners and shopper stoppers within the aisles drawing attention to the products in the freezers. The message is reinforced through the in-store freezer dividers and catchers, which along with the freezer standee, draws the shopper's attention towards the multipacks.
