Yoplait Skyr has partnered with four Dublin run clubs and local cafés for an experiential campaign linking product sampling with runners’ post-run breakfast and coffee routines.
Developed by WPP Media Invention and Wavemaker, in partnership with Sipit and Talon, the campaign is running throughout September and October.
The activation involves Sole Mates, Pace & Pastry, Happy Feet and Run Club Social, alongside cafés including Park Lane Deli, Pan Eile, Tribe and Griolladh.
Club captains wear co-branded merchandise on run mornings, while participants receive complimentary breakfast pots containing Yoplait Skyr, fruit and granola after completing their routes. Coffee is served in co-branded takeaway cups.
Participating cafés feature branded displays, posters and chalk street art depicting the Yoplait Skyr pot. Each venue also offers a limited-edition Yoplait Skyr bowl during the activation.
The campaign aims to build familiarity with the product through sampling and community partnerships, with the café branding designed to support recognition in supermarkets.
Samarah Coughlan, senior director, social and content at WPP Media Invention, said the approach was built around the audience’s interest in running and post-run coffee.
“To bolster the success of Yoplait SKYR in Ireland, we wanted to build genuine brand love and relevance through a unique partnership,” she said.
Deirdre Lowry, senior brand manager at Yoplait Ireland, said the activity connected the brand with consumers’ everyday routines.
“At Yoplait SKYR, we want to make it easier for people to bring a little more goodness into their everyday routines,” she said.
“This partnership brings that ambition to life by connecting our brand with the everyday moments, routines and communities that support people’s wellbeing.”
Lowry said the recent launch of a strawberry Skyr product and three drinking yoghurts had expanded the range’s breakfast and on-the-go options.
The experiential activity is supported by brand and user-generated social media content, alongside an out-of-home campaign planned by Talon across roadside, rail, gym and transport locations.
Credits:
skyr
Senior Brand Manager: Deirdre Lowry
Invention, a WPP Media brand
Senior Director, Social + Content: Samarah Coughlan
Senior Director, Collaborations + Partnerships: Katie Hanley
Director, Collaborations + Partnerships: Sarah Bagnall
Wavemaker, a WPP Media brand
Managing Partner: Jack Gilligan
Senior Manager: Donal Coughlan
