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..
Position: Principal and creative director
» 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.