Total yoghurt hands direct activity to 141

LONDON - Total, the dairy manufacturer, has hired 141 Worldwide to handle the direct marketing for its Greek yoghurt brand in the UK, with a brief to focus on its health credentials.

The agency was appointed following a five-way pitch handled by the UK division of Total's parent company, Fage. Total had been handling the direct marketing for its yoghurt brand in-house.

141 Worldwide has been tasked with driving sales and attracting new customers. The brief includes experiential marketing such as road shows and in-store activity, and the development of CRM initiatives.

Total also plans to bolster its relationship with the 50,000 subscribers to its yoghurt brand's 'Kalimera' quarterly newsletter.

The Total yoghurt website will be relaunched later this month. It will feature product information, recipes and articles on health and wellbeing, as well as information on Greece and its history.

The Total Greek yoghurt range includes Total 0%, Total with Honey and Total 2% with Honey variants. It is sold in 27 countries.

The UK yoghurt market is worth more than £950m, according to Mintel, with yoghurt drinks accounting for an additional £330m of sales. The sector has grown by more than 50% over the past five years, making it the fastest-growing in the dairy market.