Yoplait says its new product line is an easy way in to protein.

The creative for the General Mills brand’s Yoplait Source Protein, features a man scanning the grocery aisles, which becomes a portal into a fridge with the tag “protein made easy.”

The campaign of the same name, by longtime agency partner Cossette, marks the brand’s first campaign since 2017.

“Yoplait Source is a very well-established brand that most Canadians know about,” says Jenny Chiasson, associate director of brand experience at General Mills Canada. “What they don’t know, and what we’re excited about, is this new yogurt offering that enters the protein market.”

Chiasson says the addition to its product line a different offering in the Canadian market, as the only traditional-style yogurt that meets a high protein standard, offering up 10 grams of protein per 175-gram serving.

In a highly competitive market, Yoplait wanted to distinguish itself by highlighting the added value of its new product, as consumers often struggle to find a simple and accessible protein, Chiasson says. Therefore, the strategy was to move away from yogurt’s usual spot at the grocery store by emphasizing what sets it apart from other protein sources: its accessibility and simplicity.

Chiasson explains that its new Yoplait Source Protein is designed for busy adults and parents looking for convenient ways to make protein-rich food choices at an accessible price point. Its differentiator, she says, is that unlike the slightly sour, chalky taste associated with many other protein-forward yogurt options like Greek Yogurt, Yoplait Source Protein offers the “smooth and creamy texture we’re known for.”

The “Protein Made Easy” campaign will run across Canada until May 26, 2024, and will feature integrated activations, including out-of-home executions, TV spots and various digital assets across social media platforms. Mindshare is the buyer.

Yoplait has more than a decade-long relationship with Cossette in Canada, including across Source, its drinkable format, Yop, Tubes and Minigo brands.

“We bring them in early in the product development process to understand consumer needs and develop key messaging for a cohesive communications strategy across traditional and retail media channels,” Chiasson says.

While the brand would not share ad spend figures, Chiasson says “this is a priority product for us.”