Meadow Fresh takes a fork to the competition in new Kalo ‘Craving Real?’ campaign via McCann NZ
Meadow Fresh and McCann New Zealand are launching the latest chapter of the ‘Craving Real?’ platform for Kaló Authentic Greek Yoghurt – continuing the brand’s mission to champion Greek yoghurt made the real way.
The new campaign focusses squarely on the product and the unmistakable difference between real Greek yoghurt and the category’s many “Greek-style” imitators.
At the centre of the campaign is a simple but powerful product truth: Kaló is so thick, it can be eaten with a fork.
The latest hero film brings that truth to life through an unlikely ambassador – Poseidon, the Greek God of the Sea – who confidently demonstrates the superior thickness and authenticity of Kaló using his iconic trident. Leaning into humour, the campaign dramatises just how far removed Kaló is from the thinner, less authentic alternatives filling supermarket shelves.
The work also continues Kaló’s long-standing positioning around authenticity, reinforcing that the yoghurt is made using fresh New Zealand milk, a culture originating from the Greek island of Crete, and authentic straining methods to create its signature thick and creamy texture.
Danielle Dyson, Head of Marketing at Goodman Fielder, says the campaign gave us an opportunity to hero the authenticity behind Kaló in a way that feels both memorable and culturally distinctive: “When your yoghurt is thick enough to eat with a fork, it deserves a spokesperson who takes forks very seriously. Poseidon felt like the perfect fit – he’s Greek, dramatic and already carries around a giant three-pronged utensil. Bringing him into the world of Kaló gave us a fun and memorable way to remind people that not all ‘Greek’ yoghurt is created equal.”
Matt Williams, Creative Director McCann New Zealand, adds that most yoghurt ads feel like they were shot inside a show kitchen. Slow-motion spoon dips, smiling mums, precocious kids. We wanted to bring something much more interesting, and real, to the category: “At its heart, this campaign is really one big product demo – super thick yogurt on a fork, just not on the fork you expected. It’s ridiculous, unexpected and hopefully impossible to miss.”
The fully integrated campaign launched with a hero TVC and follows with OOH, digital and social.
Client: Goodman Fielder
Danielle Dyson – Head of Marketing – Dairy Portfolio
Michael Campbell – Senior Brand Manager
Agency: McCann New Zealand
Production: Good Oil
Media Agency: Together NZ
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel