Spinach Launches Emotion-Focused “It’s What’s Inside That Counts” Campaign For Yoghurt Brand Jalna

Spinach Launches Emotion-Focused “It’s What’s Inside That Counts” Campaign For Yoghurt Brand Jalna
B&T Magazine
Edited by B&T Magazine

At a time when health, nutrition, nurturing and relationships are front of mind for many Australians, Spinach has launched a new campaign for Jalna Yoghurt highlighting the role the brand plays in maintaining wellbeing.

Rather than focusing on Jalna being the only Australian yoghurt brand individually pot set, or research that finds Jalna to be Australia’s most respected Yoghurt brand, the campaign builds on Jalna’s existing emotional connection with consumers.

The campaign tells the story of schoolgirl and soccer player Chloe who finds comfort in sharing Jalna Yoghurt with her mum after a tough day at school and on the soccer field.

The tagline, “It’s what’s inside that counts” speaks to both Jalna’s commitment to quality and the pot-set method, where everything happens inside the pot, as well as Chloe’s relatable story.

Spinach, co-founder and executive creative director for Frank Morabito, said: “The Jalna crew charged us with creating a campaign that went beyond Jalna’s nutritional credentials.

“This campaign is a poignant reminder that sharing a moment with someone when things aren’t going their way can make all the difference.”

Jalna, category development manager, Lachy McLaren, said: “This is a new approach for Jalna and one that I reckon will have our target audience feeling all the feels. It’s heart-warming work from Spinach and the team.”

The campaign consists of 45, 30 and 15-second cut-downs airing from October 10.  A 90-second long-form version will be distributed online. The campaign will be supported by supermarket media as well as social and digital channels.


Client: Jalna Dairy Foods Pty Ltd

Client category development manager: Lachy McLaren

Creative Agency: Spinach

Agency creatives: Frank Morabito, Justin Groves,

Account service: Nicole Miranda

Agency producer: Beaver

Production company: The Producers

Director: Gemma Lee

Producer: Noelle Jones

Post-production: Raechel Harding and Craig Tonkin (Spinach)

Music and sound design: Production Alley

Media agency: Spinach

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Frank Morabito Jalna Yoghurt Lachy McLaren Spinach

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