Noosa Yoghurt ad campaign

While in my advertisement principles course, I worked with my team to create an AD campaign for the Australian yogurt company Noosa Yoghurt. All of the statistics were pulled from MRI Simmons Report, 2021.

Noosa Writeup

(A): To increase sales by 18% among homeowners aged 25-34 with a household income of $100,000 or more, and who work in business, management, or financial operations, our strategy will focus on their interest in holistic living and their identity as “foodies.”

Increasing sales will require using multiple outlets to attract audiences that are drawn to Noosa Yoghurt. First, BBC (127, 8.48%, MRI-FS, 2021) because it reaches multiple age groups from Gen-Z to Millennials, and 44% say that they like BBC content more than others. CNN (126, 24.45%, MRI-FS, 2024) would be used because it is in the top 5 programs for adults and also targets Millennials. LinkedIn users also target millennials (150, 20.9%, MRI-FS, 2024) and more than 53% of users have an average income of $100,000. Buzzfeed (139, 8.66%, MRI-FS, 2024) has a close relationship with millennials ages 25-34 and is known for a responsive audience. Use New York Times (131, 25.51%, MRI-FS, 2023) because it has an educated readership and more than 63% of readers are under 50. CBS Morning News (8.69%, 131, MRI-FS 2024) has had an increase of overall viewership by 489,000 (+9%), including both male and female audiences. Use The Washington Post (12.91%, 111, MRI-FS, 2021) considering this outlet is predominantly visited by U.S. citizens, encompassing 88% of viewership. Travelocity (152, 3.05%, MRI-FS, 2021) is focused on young families who have the funds to travel. CBS Sports (18.20%, 140, MRI-FS, 2021) has an evident audience with a college education or higher (63%,114) and viewers have a home value of 200k or higher (39%, 115).  Use WebMD (38.16%, 137, MRI-FS,2021) because this outlet  has the highest credibility (65%) in comparison to competitors in regard to health and wellness. 

Noosa digital media plan

noosa slogan mock

noosa analysis

a. Noosa Yoghurt kicked off 2024 in a playful and colorful way with the “Flavour From Down Under” Campaign. For the first time, the brand truly leaned into its Aussie roots – embracing a double entendre that speaks to its origins and the fruit compoté at the bottom of each tub (IBB, 2024). Noosa launched this campaign across social media to focus on its core truth as a brand that relates to consumers. In 2022, Noosa launched its newest product, under the Sovos Brands portfolio, and broke into the frozen dessert category for the first time ever with the launch of its brand-new line of Noosa Frozen Yoghurt Gelato (NY-PRN, 2022). Both campaigns appeared on TV nationally, as well as across social media, and included in-store and out-of-home elements (MD, 2020).

 b. Noosa Yoghurt consumers are primarily adults who make an income of $150,000 or more (156), have post-graduate degrees, (139) and work in professional and related occupations (137) or management, business, and financial operations (132). These users are mainly in the age category of 25-34 (127) and are classified as Asian (141) and other races/ethnicities (134). Social media-wise, most Noosa consumers utilized Flickr (205) and Vimeo (204). As opposed to different social media, these numbers were higher than platforms like Instagram (118) and Snapchat (104), which we would have assumed to be the highest. (MRI-NY, 2021).  

c.As Noosa expands their advertising we recommend they continue leaning into their “Aussie roots” as it is a distinguishing factor to the brand. In a recent study conducted by Noosa, they found that less than half of the consumers in the yogurt category are satisfied. (IBB, 2024). So, targeting the unsatisfied and highlighting qualities of their brand, Noosa will create more traction to the company and pave a new path for the yogurt industry. 

References

Colin. (2024, January 17). Noosa goes upside down to explore its Aussie Roots. Reel 360 News. https://reel360.com/article/noosa-goes-upside-down-to-explore-its-aussie-roots/ 

Noosa Yoghurt. (2022, June 7). Noosa yoghurt Launches Noosa Frozen Yoghurt Gelato Nationwide, Announces Ultimate Recess Sweepstakes. PR Newswire. https://www.prnewswire.com/news-releases/noosa-yoghurt-launches-noosa-frozen-yoghurt-gelato-nationwide-announces-ultimate-recess-sweepstakes-301561851.html

Christie, Diana. (2020, February 6). Noosa tries ASMR, ‘oddly satisfying’ videos to elevate yogurt brand’s positioning. Marketing Dive. https://www.marketingdive.com/news/noosa-tries-asmr-oddly-satisfying-videos-to-elevate-yogurt-brands-posit/572994/.