Danone needed to connect its Oykos yogurt brand emotionally with its target consumers.


Talent that are both likeable and familiar to a target consumer can be highly effective at conveying emotional brand benefits and associations. Mark Wright fitted this profile perfectly for Oykos.


The idea was to create an ITV co-branded, talent-led campaign using Mark Wright as the on screen ambassador for Oykos and give viewers the chance to appear alongside him in the TV commercial through a social recruitment drive.


21% More likely to agree “Oykos would taste great”

25% More likely to agree “I would buy Oykos”

26% More likely to agree “want to find out more”

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