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

Crowded neighborhoods left out of Slow Streets

Tenderloin, SoMa seen as bad fit for car-free program

School board backs continued distance learning for fall

After a lengthy discussion Tuesday, the Board of Education is backing plans… Continue reading

City attorney seeks to block contractor in Nuru scandal from obtaining government contracts

City Attorney Dennis Herrera has moved to prohibit AzulWorks, Inc. and its… Continue reading

Supes approve $2.1M settlement over sewage spills at SF’s Hall of Justice jail

San Francisco has tentatively agreed to pay out a total of $2.1… Continue reading

US backs down in fight with Harvard, MIT over student visas

The U.S. backed down from a high-profile confrontation with two elite universities… Continue reading

Most Read