Gauger & Associates for Wallaby Yogurt

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.

businessBusiness & Real Estate

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

Second grader Genesis Ulloa leads students in an after-school community hub in a game at the Mission YMCA on Friday, May 7, 2021. (Kevin N. Hume/S.F. Examiner)
SF parents face school year with hope, trepidation and concern

‘Honestly, I don’t know how I’m going to deal with it’

Health care workers in the intensive care unit at Providence Saint John’s Health Center in Santa Monica, with Alejandro Balderas, a 44-year-old patient who later died. Even in California, a state with a coronavirus vaccination rate well above average, the number of people hospitalized with COVID-19 has nearly doubled in the past two weeks, according to a New York Times database. (Isadora Kosofsky/The New York Times)
Why COVID took off in California, again

‘The good news is: The vaccines are working’

Lake Oroville stood at 33 percent full and 40 percent of historical average when this photograph was taken on Tuesday, June 29, 2021. (Brian van der Brug / Los Angeles Times via Tribune News Service)
A kayaker on the water at Lake Oroville, which stands at 33 percent full and 40 percent of historical average when this photograph was taken on Tuesday, June 29, 2021 in Oroville, Calif. (Brian van der Brug / Los Angeles Times via Tribune News Service)
Facing ‘dire water shortages,’ California bans Delta pumping

By Rachel Becker CalMatters In an aggressive move to address “immediate and… Continue reading

Most Read