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By Gillian West, Social media manager

June 10, 2013 | 2 min read

TOTAL Greek Yoghurt has returned to TV screens with a new advertising creative inspired by 1920s Greece.

The new advert, developed by AMV BBDO and placed by Total Media, aims to position TOTAL as the ‘real deal’ in a market filled with Greek-style pretenders and reflects on the brand’s provenance and heritage. The new creative comes following brand owner FAGE’s significant investment in the brand asserting its ambitious growth targets.

“British consumers are becoming savvier when it comes to food transparency. They want to know the story of their food - what’s in the products they buy and where their food has come from. They are valuing the benefit of naturally delicious and healthy foods, especially those guaranteed with a clear provenance and heritage,” said Andrew Turton, FAGE UK marketing director.

The new advert takes on a different feel from TOTAL’s last outing in 2010, set in Greece in 1926 – the year that founder Athanassios Filippou first opened a small dairy in Athens – the creative opens with a cheeky young boy encouraging a cow out of its field in order to rescue it and be rewarded by his mother with TOTAL Greek Yoghurt. The ad ends with a twist that shows how rural Greece has remained virtually unchanged for the past 90 years, much like TOTAL Greek Yoghurt.

The ads older look and feel was created with 35mm film and vintage lenses with multiple prints from the 35mm negative combined before the AMV BBDO team isolates specific areas of colour to create the finished vintage colour film look.

Of the creative, which debuted during Saturday’s (8 June) Britain’s Got Talent Live Final and will run for the month of June on the ITV network in 40” and supporting 10” slots, Turton said: “We are delighted with the outcome.”

A 60” version of the film will also run online alongside Video on Demand (VOD) activity on ITV Player using Ad Explore – an interactive format allowing viewers to find out more about the brand including recipes, brand history and product information. PR, social, word of mouth and in store price promotions will also feature as part of the increased ad spend.

TOTAL Greek Yoghurt

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AMV BBDO

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