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Gauger & Associates for Wallaby Yogurt
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Gauger & Associates were hired by Wallaby Yogurt Company to raise awareness of the positive health benefits of Wallaby Organic Yogurt.
SAN FRANCISCO (Map, News) - Each week, The Examiner showcases an advertising campaign by a local company.
Client: Wallaby Yogurt Company
Job: Raise awareness of the positive health benefits of Wallaby Organic Yogurt.
Agency: Gauger & Associates
Principal(s): David Gauger, principal and creative director
Other clients: San-J Intl., It’s It, Sukhi’s Authentic Indian Cuisine, Galaxy Desserts and Seeds of Change
Creative team: David Gauger, principal and creative director; Isabelle Laporte, Web site developer; Eric Eisen, senior copywriter; Carol Muth, copywriter; Rob Kiel, associate copywriter; Sam Matza, media buyer; Deborah Kim, media buyer; Iza Ellis, agency communication director
The plan: Our plan was two-fold: we wanted to reach out to new customers who shop for organic yogurt, and build loyalty among Wallaby’s current consumers. We identified a key target audience of “Mom Mavens” who influence the buying habits of their peer groups.
The theme: Gauger & Associates created a mascot for the campaign, a wallaby named “Joey,” that would appeal to kids.
The concept: The Wallaby campaign employed both print and online media to target Mom Mavens. Each of the ads encourages consumers to learn more about Wallaby Organic Yogurt by visiting the site — wallabyorganic.com.. Gauger & Associates also created yogurt lids featuring a jumping wallaby with messages encouraging customers to go to wallabyorganic.com..
David Gauger
Age: 58
Position: Principal and creative director
Education/background:
» Taught graphic design and advanced visual communications at San Jose State University, advertising in the graduate program at the Academy of Art University, and green and social marketing in the MBA program at New College of California.
» B.A., San Jose State University.
What drove your development of the concept? We wanted to drive the Wallaby Organic Yogurt messaging in an interesting way, using a cross-platform mascot visible in targeted print and online media. It’s an interactive campaign that’s fun for moms and kids.
We also wanted to get the word out on Australian-style yogurt — it’s made in a totally different way that creates a product that’s creamier and smoother than its competition.
What is Gauger & Associates working on next? We’re repositioning, branding and designing packaging for a new kind of soup. Keep an eye open for “Cool Soup,” from Go Appetít, a line of cool, drinkable soups made from a hearty blend of vegetables and seasonings.
Comments from Examiner Readers
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
102 agree | 90 disagree
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Examiner Reader said:
Get some of the crime issue solved too
247 agree | 233 disagree
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
355 agree | 265 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
515 agree | 293 disagree
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
645 agree | 431 disagree
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
561 agree | 427 disagree
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
477 agree | 443 disagree
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Examiner Reader said:
nice stuff! great campaign.
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Examiner Reader said:
hog wash!
805 agree | 485 disagree
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