FAGE DAIRY USA
OGILVY & MATHER
N. Magnus Farrell
Exec. VP-Sales & Mktg.
Exec. Mktg. Dir.
Assoc. Art Dir.
Sr. Strategic Planner
Assoc. Media Dir.
RIDICULOUSLY THICK YOGUR T
The goal was to bring a ridiculously thick creative idea to life in ways
that would establish Fage Total Greek yogurt’s luxury position and in
addition establish Fage as the dominant super-premium yogurt with
a highly differentiated and relevant brand position.
Consumer Comm. Dir.
GOODBY, SILVERSTEIN & PARTNERS
Jeff Goodby Co-Chrmn., Part.
John Thorpe Dir.-Brand Strategy, Assoc. Part.
Christine Chen Group Communication Strategist
Robert Riccardi Mngng. Part.
Margaret Johnson Group Creative Dir.
Jim Elliott Group Creative Dir.
Leslie Barrett Acct. Dir.
Erin Fromherz Acct. Mgr.
HÄAGEN-DAZS LOVES HONEY BEES
Häagen-Dazs needed a big idea to reanimate the brand, in light
of stalled sales and declining revenues. In 2008, Häagen-Dazs
launched this campaign, recognizing the threat that disappearing
honey bee populations would have on the brand’s all-natural
proposition. Häagen-Dazs raised awareness and money for bees
through a fully integrated marketing and PR campaign. The results?
Increased revenues and brand awareness, talk value and even an
opportunity to testify on behalf of these unsung heroes in Congress.