Oikos is flexing its high-protein muscles and tapping into dietary trends via, Pro, a new six-flavour range.

Oikos Pro’s campaign, “Feed Your Strength,” touts the new Danone brand’s high-protein yogurt range with imagery of high-performance boxers, cyclists and gymnasts.

“Consumers recognize the multitude of benefits that protein provides, whether it’s feeling satiated for longer, aiding in building strength, muscle repair, recovery and more,” says Aurélie Goffinet, senior brand manager at Oikos. “When it comes to nutritional preferences and demands, consumers are actively looking for ways to increase protein in their diets, especially in the morning where protein intake is often lacking.”

Goffinet says Oikos sees demand growing for nutrient-dense and locally made offerings that are high in protein. The Oikos Pro line is informed by market research from Mintel that shows 45% of consumers agree that high protein is a key health-related consideration when choosing yogurt products.

The brand has partnered with experts such as Jennifer Sygo, a registered dietitian and sports nutritionist to Olympic and professional athletes, who reaffirm the importance of protein in an active lifestyle.

The packaging includes darker labelling designed to differentiate Pro items from the brand’s other products and includes health-related information on containers.

The Oikos Pro menu includes two 300-millilitre drinkable yogurt options and four flavours in 650-gram containers.

The national bespoke campaign includes TV, OLV, extensive out of home creative, PR support, content creator engagement and social content.

Havas developed the creative campaign and shopper marketing assets (below), BonClub worked on social content and influencer engagement and National Public Relations is managing PR. The media buying was managed by Wavemaker.