The German food company claims there is an opportunity to rejuvenate the flat £140m natural yoghurt market. Kicking off this month, the campaign will teach shoppers that Onken Natural Set can be used as an accompaniment, as an ingredient or by itself.
Ten-second idents will appear at the end of food programmes on the Good Food Channel and there will also be an online hub on the channel's website, hosting videos of Ainsley Harriott demonstrating recipes using the yoghurts. A press campaign between July and September aims to reach 26 million adults.
"We aim to show consumers 'just good enough' isn't good enough and that Onken Natural Set has a superior taste and texture," said Matthew Wilson, marketing director for Dr Oetker Chilled.