Liberte goes national with Greek yogurt

Yoplait-owned yogurt brand Liberte has launched its first-ever national advertising campaign, an initiative that includes television, online, poster and Facebook elements in both French and English.
 
The campaign features the tagline, “A fat-free yogurt that doesn’t taste like one.” In the 15-second television spot, a woman opens a container of Liberte Greek yogurt and uses an ice cream scoop to dig into it.
 
The poster creative, meanwhile, plays on the idea of the product’s heartiness by depicting a container of the yogurt with a fork leaning against it.
 
The campaign launched Monday and was developed by Montreal advertising agency Marketel.
 
Sebastien Pelletier, creative director at Marketel, said the Quebec-based Liberte brand has been looking to assert itself outside of the province since it was purchased by Yoplait late last year.
 
Pelletier said the popularity of Greek yogurt in English-speaking Canada made the product a natural choice for the company’s inaugural national campaign.
 
He added that Liberte was looking for simplicity in the campaign creative.
 
 “We didn’t want to be too scientific and show proteins and petri dishes,” said Pelletier. “They wanted to be natural, classy and clean, and that’s what we did.”
 
The campaign also includes a Facebook-based coupon initiative. Consumers can visit the Liberte Facebook page and print off $1 coupons for the Greek yogurt product.