Lactalis’ yogurt brand, Iögo, has run a pair of activations aimed at driving engagement and consideration both for its newest innovation in the Nanö line, and for the brand as a whole.

The first of the activations is for Iögo’s Nanö brand, and introduced the new 900ml size format for the product that launched last summer. The campaign was a partnership between Iögo’s marketing and shopper units, and featured three distinct versions of in-store “blade” signage designed to catch the eye, each of which featured different products based upon sales volumes in the banners within which the blades were appearing.

“We created three versions of the Nanö blade, and depending on where the product is listed and how the banner is performing, we focused on one or two products, or more,” explains Dominic Prigent, omnichannel shopper marketing manager for Lactalis, Iögo’s parent company. “Some featured the new 900ml format and the existing 93ml six-pack, while some feature only the 93ml products, and some include the tubes. Some have coupons and some do not. We executed different blades depending on the banner.”

The Nanö blades were designed to achieve two objectives, says Christine Comeau-Friset, senior brand manager for Iögo at Lactalis. “We wanted to raise awareness for the core product – the little bottles – but also, we had the new innovation of the larger bottle and we wanted to drive trial of that as well … We have only a few months to show that it’s working.”

The blades are supported by an OLV push that features the new 900ml format, Comeau-Friset adds, showcasing the occasion for which it was developed.

“People have been at home a lot. While our small bottles are just perfect for lunch boxes, this bottle is great in terms of at-home convenience. Parents can pour some out for their kids, and older kids tend to consume more than the small bottle,” she explains. “We wanted to make sure we were reaching the full age range with our formats, to build incrementality in our portfolio while really targeting at-home consumption.”

Alongside the push for Nanö, Iögo also launched a national “Snack & Play” contest for its core brand. That effort – which ran from March 15 to April 30 – was developed by both the marketing and shopper team, in tandem with Montreal-based creative shop CRI Agence.

The contesting initiative was linked to the brand’s 10-year anniversary, and also its “Celebrate Your Way” campaign.

Engagement was key for this campaign, which executed with two different tactics digitally and in-store, Comeau-Friset notes. Digitally, the brand ran social posts driving traffic to an online bowling minigame where consumers could play by rolling one of the brand’s recognizable umlauts – the two dots above the first “o” in its name – in an attempt to instantly win prizes. In-store, meanwhile, the brand focused on generating demand and converting sales on its products. Consumers were invited to buy Iögo products and scan their receipts for an opportunity to win $10,000.

The two tactics were meant to blend seamlessly in order to create a clear journey from consideration to purchase, Prigent adds.

“Marketing leads the activation and shopper forms a duet to make sure it flows well across all touchpoints,” he explains. “We also had other touchpoints including social, banners on specific webpages, digital flyers – it’s all banner-specific, even the POS material.”

Both the Nanö marketing push and the “Snack & Play” promotion were designed to keep Iögo – a key brand in the competitive yogurt space – top-of-mind for consumers.

“We try to be present throughout the year. While back to school is a critical period, it’s also very busy. So it’s interesting for us that when we have a campaign that asks more of the consumer, we execute it in a point in the year that is less hectic for them,” explains Comeau-Friset. “We try to have that always-on approach, because generating sales volumes early in the year is great for us as well.”