A challenger brand with unique positioning, engaging package design + smart marketing strategy

We know yogurt. Our 13-year collaboration with Wallaby Yogurt of Napa Valley, California began in 2003 with our first assignment: a brand re-fresh and package re-design. Since then, we have grown Wallaby’s five new product lines exponentially. Gauger + Associates has extensive experience positioning, branding, packaging and advertising yogurt. Creating a unique brand positioning began with an exercise which delved into an evaluation of the competitive marketplace, market trends and the target consumer.

Core Objectives

Increase sales in the natural foods channel in this highly competitive category dominated by giant national & international brands. Build greater loyalty among current customers, while increasing brand awareness.

The Audience

Health-conscious moms, ages 25+, with above average income and education who buys yogurt for herself and her family. She cares deeply about the environment, social justice, and her family’s health. As a subset of this group, we targeted “mom-fluentials” - women who know a lot about all kinds of things and are influential in generating buzz among other moms.

Tactics

• Brand Identity Re-Fresh, with a focus on positioning that resonates with our core target audience and clearly identifies our points of difference with the most important values rising to the top.
• Great Package Design that catches the eye of our mom-fluentials and kids alive with bright color, strong brand identity and the playfulness of our friendly Wallaby.
• National Advertising Media Campaign featuring Joey, the Wallaby brand mascot. The campaign combined small space print ads in magazines targeting the natural consumer and online banner advertising with e-blasts and e-newsletters. All the outreach led back to the website and results were tracked through unique URLs and Google analytics. Targeted media reached over 24 million advertising impressions. The online ads achieved two to five times the average click-through rate.
• Loyalty Program + Promotion targeting mom-fluentials and kids offers “Wallaby Fun Stuff” on the lids of yogurt cups. A unique landing page on the website was used for customers to select merchandise featuring Joey. Yogurt lids were redeemed for books, T-shirts and other “Fun Stuff.”