Liberté is looking to establish its brand of Greek yogurt nationally with a new campaign targeted at adults over the age of 18.

With media by ZenithOptimedia and creative by Cossette, the campaign features a TV-heavy buy, with 30-second spots airing on CTV, Canal Vie, the Food Network and HGTV. The TV buy will be supported by spots running in cinemas and digital pre-roll, as well as a sampling program that will roll out in July and see Liberté make stops at more than 250 events.

Frédérique Delagrave, marketing manager, Liberté, tells MiC it was important for Liberté to start building stronger emotional ties with consumers outside of the Quebec market as the yogurt category becomes increasingly competitive.

TV, she says, was the best medium to help connect the brand with consumers because it allows it to tell its story and convey its yogurt’s artisanal roots.

She says Liberté will focus its efforts on Western Canada first,

Delagrave adds that the campaign is accompanied by new packaging that aims to reflect the simplicity and purity of the brand’s products.

The campaign will run until the end of October.

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