EasiYo is a brand with many years of heritage but was finding it challenging to maintain relevance in today’s culture. The idea of ‘making your own fresh yogurt at home’ wasn’t something that people could get their head around.
An opportunity was identified to target a younger audience with kids through direct to consumer online sales. This was consequently seen as a brand launch in the UK and Europe and relaunch in New Zealand. Our communication had to introduce the brand to the British public and reintroduce it to New Zealanders, and get them to start buying online.
Q was tasked with evolving the brand by repositioning and evolving the brand, as well as developing an eCommerce strategy that would drive sales online. The challenge was to bring EasiYo into the 2020s by making it feel relevant and fresh. Convincing people that making yogurt at home is a great idea starts at a brand positioning level. Knowing all the functional benefits is one thing, but when it comes down to it, it’s a lifestyle choice. Aligning with the global trend of simplifying life by cutting back and cutting down, being mindful of what we put into our bodies and the environment, we reframed the story of the benefits of making yogurt at home to “feel good about homemade”.
Being mindful of what we put into our bodies, and the environment is becoming more and more important for consumers. We are more conscious about our shopping decisions when it comes to excess packaging and the nutritional quality of the food we eat, with the trend towards less processed and more natural.
Growing vegetables at home and preparing cleaner meals for our families is not always convenient, but we do it because it makes us feel better about ourselves. It makes us feel like we have taken some control and we are making a difference, however small it may be. When we do it, we get to enjoy the benefits of homemade and it feels good.
The idea of "Feel good about homemade" was born and the brand proposition is now across New Zealand, Australia, the UK and Europe.