Fage to unveil fruity yogurt with the help of street magician Ben Hanlin


By Ishbel Macleod, PR and social media consultant

March 25, 2014 | 2 min read

Greek dairy brand Fage is set to launch a new yogurt, with an ad showing a pot of zero per cent Greek Yoghurt and a slice of peach being turned into a pot of Fruyo by street magician Ben Hanlin.

Launched next Tuesday – April Fool’s Day – the ad carries the strapline ‘The Real Magic is in the Taste’, with the company boasting that the trick was shot in real time, as a single shot, without any camera trickery or post production.

Developed by Creative Orchestra, with media planning by Total Media, the ad is set to run until 4 May on TV, social and digital channels.

To support the ad, Ben has produced additional tricks exclusive to the brand, which can be found on You Tube and FAGE’s additional social media presences.

Fage UK’s head of marketing and communications, Alison White, said: “Fruyo is a relatively new brand in the UK, being launched into a competitive yoghurt market, therefore we wanted to ensure that potential customers would make an instant connection with its sister brand, Total Greek Yoghurt.

“We wanted to find an exciting, yet simple way to communicate the message that Fruyo is Total 0 per cent Greek Yoghurt mixed with real fruit pieces. Having become a worldwide phenomenon, street magic seemed like the perfect vehicle in which to do so.”

The advert will feature on a range of channels including the ITV network, Channel 4, Channel 5 and Sky network and will run with a 20 second spot.

Andy Travis, a director at Total Media, added: “The new creative and extra content will allow us to exploit the synergy between the TV and digital platforms of the campaign and ensure we generate awareness and interaction with our core consumers as well as reaching wider audiences.”


Content created with:

Total Media

We are an independent international media agency that connects brands to people.

Find out more

More from FAGE

View all


Industry insights

View all
Add your own content +