FAGE TOTAL

FILL THE FRIDGE CHALLENGE

FAGE Total all-natural, Greek strained yogurt is the number one yogurt in Greece. However, as the popularity of Greek Yogurt grew in the U.S. market, flavor varieties were quickly eaten up by consumers. Sales proved that Americans ate yogurt for breakfast or a snack and although flavor sales were rapidly increasing, the original plain products were not.

To solve for this, we repositioned FAGE Total Plain as a healthy, versatile ingredient in The FAGE Total Fill the Fridge Challenge.

Through an interactive online fridge, and partnership with celebrity chef, Bobby Flay, we showed people that FAGE Total could be paired with an endless variety of ingredients to create new and delicious dishes.

We began by developing the digital fridge experience and asked users to submit any ingredient they’d like to see in a recipe with FAGE. Each night, new ingredients from the daily submissions were purchased and photographed, appearing in the fridge the next morning.

Through the leaderboard, users could vote on their preferred ingredients to influence the list. At the end, the top 5 would inspire a new dish.

Moreover, each submission was a sweepstakes entry for an all-inclusive Las Vegas getaway, with nightly VIP table dinning at 5-star restaurants.

At the end, 5 new recipes tutorial videos were promoted and added to the recipe library and consumers began value Greek yogurt as a recipe ingredient.