Moogurt Munch Launch – Taking a Big Bite Out of the Yoghurt Category

How a Kiwi brand took a big bite out of its category

Epicurean Dairy Co. approached HeyYou to launch Moogurt Munch – a fun new yoghurt for kids aged 8 -12. Moogurt Munch is a New Zealand-made, split-style probiotic yoghurt, with delicious crunchy toppings.

The Moogurt brand was already in-market with a yoghurt pouch, but it had never been supported above the line. Our challenge was to develop the first-ever Moogurt campaign to launch the new Mooghurt Munch.

The insight was that parents are in a snack rut, giving their kids the same snacks day in, day out. We wanted to disrupt this pattern by boldly showing them that Moogurt Munch was ‘made for snacking’ and showcase those occasions.

The channel strategy focused on the purchase ‘moment of truth’ using out-of-home, in-store media, in-store sampling, social media, and social video.

Key results:

• Exceeded sales targets by +20% 

• Moogurt prompted awareness, among 25 – 44 year olds, grew from 29% to 35% (April 24 – Sept 24) vs previous 6 months (tracksuit data)

• The Moogurt brand has picked up 1.2 sharepoints of Total Yoghurt QTR to 25/08/24 (IRI data)

• Product sampling had a staggering conversion rate of 100%. Everyone who tried Moogurt Munch bought it!

Special thanks to our partners Brand Spanking, Fernando Hart, Annie Oxborough, Michiko Hylands, and Bronwyn Byrne.

What our client had to say:

“HeyYou did a great job understanding the brief and really made great use of the budget to truly maximise the potential" – Helen Costello, Marketing Director