In a yogurt industry dominated by calorie counts and fat percentages, noosa is flipping the script, quite literally, with its latest campaign titled “Flavour From Down Under.” The Aussie-style yogurt brand is embracing its roots creatively and unexpectedly – by going upside down.
For the first time in its marketing history, noosa is fully leaning into its Australian origins with a double entendre that cleverly references both its down-under heritage and the signature fruit compoté at the bottom of each yogurt tub. Noosa enlisted the expertise of its long-time agency partner, Butler, Shine, Stern & Partners (BSSP) to bring this concept to life.
BSSP, in collaboration with Hobby Film and Director Amy Allais, took the unconventional route by creating a true upside-down set for the campaign. From an inverted kitchen to a rig that flipped the talent, the team went the extra mile to capture the essence of the land down under with a playful twist.
The campaign, rooted in consumer research and insights, centers around the theme of “Going Full On.” While many yogurt brands promote lower calories and fat content, noosa recognizes the yearning for more than just physical nourishment.
Their approach is simple yet profound: “Aussies don’t skim. They go full on.” By using whole milk and an abundance of real, vibrant fruit, noosa aims to provide a fully satisfying yogurt experience that transcends the ordinary. Watch below:
REELated:
Jimmie Blount, BSSP Creative Director, shed light on the innovative approach, stating, “The widely known ‘down under’ phrase felt like it could be useful once we decided to go all in on noosa’s origin story. But when we combined ‘down under’ with the product truth of fruit being at the bottom of each noosa tub, we knew we had something strong. The inevitable next step was to invert the ads, right? This executional idea allowed us to demonstrate the product and the ingredients but in a way that’s fun and unexpected. Leaning into noosa’s position and their product opened up a campaign that’s distinct to them and that’s definitely upside down…on purpose.”
Here is a behind-the-scenes look at making the spot:
According to a recent study conducted by noosa, less than half of consumers in the yogurt category express satisfaction. Armed with this knowledge and qualitative research, noosa saw an opportune moment to refresh its message and position itself as the answer to the unmet cravings for a more fulfilling yogurt experience.
Emily Josephson, Director of Marketing at noosa, expressed the brand’s unique positioning, stating, “noosa has always been a yogurt unlike any other. Anchored in consumer truths, knowing our yogurt is the absolute best-tasting yogurt, and fully embracing our roots as an Aussie-style yogurt brand, we are showing up creatively in a way only noosa can.”
The campaign is currently running across social, OLV, display, shopper, DOOH and more.
CREDITS:
BRAND: noosa
- Yuri Hermida – President, Sovos Brands
- Emily Josephson – Director of Marketing
- Michelle Nochlin – Senior Brand Manager
- Luke Chavez – Senior Director, Innovation
AGENCY: BSSP
- John Butler – Creative Chairman
- Sinan Dagli – Executive Creative Director
- Jimmie Blount – Creative Director
- Justin Cannon – Associate Creative Director, Copywriter
- Lauren Byers – Senior Art Director
- Julia Waicberg – Senior Copywriter
- Tess Rockers – Senior Integrated Producer
- Shelby Deffterios – Associate Producer
- Jake Bayham – Head of Strategy
- Amanda Mobley – Strategy Director
- Maura Mattoon – Group Account Director
- Shannon Stucke – Account Director
- Gill Lau – Account Supervisor
- Kelsey Oium – Project Manager
BUSINESS AFFAIRS: Hailstorm
Krista Horn – Senior Business Affairs Manager
PRODUCTION COMPANY: Hobby Films
- Director: Amy Alias
- Executive Producer: John Gerard
- DP: Barry Parrell
- Production Designer: Zazu Myers
EDIT: Cut + Run
- Editor: Jay Nelson
- Head of Production: Kristen Jenkins
- Executive Producer: Brian Stanley
VFX/FINISHING: Jogger
- Lead Compositor: Jan Cilliers
- Head of Production: Diana Cheng
- Sound Engineer: Dusty Albertz
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