Yasso Frozen Greek Yogurt: Misfits

Projected to be a top 10 brand in the frozen novelty desserts category by the end of the year, Yasso Frozen Greek Yogurt has climbed the frozen novelty ranks, outpacing legacy players with deep pockets like Unilever, Nestle, and Friendly’s with its product innovation and nimble brand marketing. Founded by Drew Harrington and Amanda Klane, who were kindergarten friends turned entrepreneurs and ice cream school dropouts, they launched Yasso with a vision to make great tasting dessert that consumers could feel good about. And they’ve done just that with products that are 100-150 calories with 5 grams of protein, with new products to launch later this year.

On June 30, the brand will be launching a new summer campaign called Boom Goes the Ice Cream to usher in a new era of dessert. The campaign will run from July through August and is comprised of a mix of out of home, radio, digital, social and cinema. In addition, this August street teams will target select events with a voice-activated I Scream truck where participants who scream loud enough will be rewarded with Yasso bars.

The campaign was created in partnership with new agency Fortnight Collective, which takes a two-week timeframe to solve for a brand challenge, from initial briefing to campaign development – and an agency that matches the brand’s out-of-the-box approach. Fortnight Collective was responsible for traditional media planning, creative development and production (digital videos, radio ads, digital banners, outdoor, cinema), in addition to working with an experiential partner on building out the ‘I Scream Truck’

Fortnight’s collective consists of creatives, strategists and experts who have worked inside the walls of Crispin Porter + Bogusky, Anomaly and R/GA, among others. The Yasso campaign was led by industry legends Kat Street (CP+B for 10 years, working with brands like Diesel and Domino’s, before going freelance) and Brock Johnson (worked at CP+B, Ogilvy, Victors & Spoils, working with Burger King, before going freelance). In addition to developing the creative, they’re also featured in the work as the voiceover talent.