Lactalis is positioning Astro Original yogurt as 100% natural, and touting its simple ingredient list, key category differentiators.

Astro’s latest creative shows different people across the supply chain, from farmers to delivery people to vendors, showing various exaggerated expressions of shock when a customer questions if Astro natural yogurt, is in fact, natural. In addition to showing all the people who make the natural yogurt, it gets the point across by leaning into its “three simple ingredients”: 100% Canadian milk, cream and cultures.

“Some of the plain yogurts out there, don’t necessarily have three simple ingredients,” says Burhan Khan, VP marketing of the yogurt division at Lactalis Canada. With Balkan yogurt, every yogurt is made in the cup itself, which is different from others, and the way yogurt has been made for thousands of years. “So, our claim around natural is extremely legitimate, which we want to reinforce.”

For Lactalis, it also wants to convey that the quality of the brand is still paramount as it looks to drive breakfast usage occasions. Because it is plain, it’s a common ingredient for cooking in multiple ways. This is highlighted in its social media posts, by showing things like how its plain yogurt products can be substituted in for less healthy ones in recipes. Last year, it highlighted alternate uses, like a dip in place of mayonnaise, or frozen yogurt bars.

The multi-channel campaign includes the commercial launched nationally on TV, as well as a social media version. Astro will also run an online contest in April to win free groceries for a year, with in-store signage at national grocery chains across the country in May.

Khan tells strategy that its go-to for reach and ROI is TV. However, for this campaign, it is supplementing with online video for enhanced cumulative reach, and to hit a younger audience. Astro is looking to drive household penetration, specifically with younger moms.

Astro is also recently in market with new packaging featuring bolder graphics to enhance its visual impact at shelf and reinforcing the “three simple ingredients” and 100% natural attributes.

The Hive is the agency behind the creative, while Zenith handled the media buy.