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YoPro targets fitness fanatics with familiar faces

Danone’s high protein yogurt, YoPro, is sending the message to athletes and fitness fanatics that everything adds up, with a high intensity campaign from Emotive.

The campaign film features fitness and sporting personalities Andrew Papadopoulos, Kahn Porter, Abbie Taddeo, Xavier Cook and Ellia Green, who were selected and procured by Lampoon Group. The social media and PR agency also worked with Emotive on the influencer campaign that will support the films.

YoPro brand manager, Xavier Gonzalez, said the campaign had to directly target the brand’s key audience.

“We are thrilled to be launching ‘Every millimetre matters’. YoPro’s delicious high protein and no added sugar range has been developed for our core audience of pro-am athletes and fitness enthusiasts as a no compromise pre, during or post work out snack to help them on their journey to reaching their performance goals,” he said.

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The ‘Every millimetre matters’ campaign film will be cut down to 60 and 30 second spots, and will run across digital channels and social media.

“Brands love to overclaim,” said Emotive’s managing partner and head of strategy, Michael Hogg.

“With YoPro, we know a yoghurt probably isn’t going to be the difference between achieving your performance goals or not.”

“But as another little thing that can help you get closer by providing the superior protein you need, when you need it, why wouldn’t you?”

At the start of the pandemic, YoPro jumped on board the call for at-home workout programs, launching a free 66-day fitness challenge that featured some of Australia’s best athletes and consisted of over 100 pieces of content.

Credits

Client: YoPRO
Head of Marketing: Blanca Carbonell
Brand Manager: Xavier Gonzalez

Creative Agency and Production: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Marshall Campbell
Creative Director: Zane Pearson
Senior Creative & Director: Rory Pearson
Junior Copywriter: Cameron Burnett
Junior Art Director: Jackson Tate
Executive Producer: Hayley Ritz-Pelling
Producer: Michael Hollis
Production Manager: Alex Bray
Studio Manager: Rebecca Love-Williams
Editor: Tim Chivers and Spencer Austad
Designer: Tim Evans
DOP: Campbell Brown
Steadicam: Justin Besser

Sound design: Electric Sheep
Senior Sound Designer: Joe Mount
Executive Producer: Kate Stenhouse

Distribution: Emotive
Head of Distribution & Analysis: Jamie Crick

Social Media & PR Agency: Lampoon Group
CEO: Josh White
Social Account Director: Lauren Houghton
Social Account Manager: Liz Van Oyen
Talent & Partnerships Manager: Millie Dawson
Public Relations Manager: Emily Simons

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