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