Jalna focuses on health, nutrition, nurturing and relationships.
Jalna Yoghurt’s new campaign, ‘It’s what’s inside that counts’, highlights the role the brand plays in maintaining wellbeing.
The campaign builds on Jalna’s existing emotional connection with consumers at a time when health, nutrition, nurturing and relationships are front-of-mind for many Australians.
Spinach co-founder and ECD Frank Morabito says the campaign goes beyond the brand’s nutritional credentials.
“The Jalna crew charged us with creating a campaign that went beyond Jalna’s nutritional credentials,” says Morabito.
“This campaign is a poignant reminder that sharing a moment with someone when things aren’t going their way can make all the difference.”
The campaign consists of 45, 30 and 15-second cut-downs and will be supported by supermarket media, and social and digital channels.
It tells the story of schoolgirl and soccer player Chloe who finds comfort in sharing Jalna Yoghurt with her mum after a tough day at school and on the soccer field.
The tagline speaks to Jalna’s commitment to quality and its pot-set method, as well as Chloe’s relatable story.
Jalna category development manager Lachy McLaren says the campaign is heart-warming.
“This is a new approach for Jalna and one that I reckon will have our target audience feeling all the feels. It’s heart-warming work from Spinach and the team.”
Running into next year, the campaign includes a 90-second, long-form version of the TVC which will be distributed online.
Client: Jalna Dairy Foods Pty Ltd
Client Category Development Manager: Lachy McLaren
Creative Agency: Spinach
Agency Creatives: Frank Morabito, Justin Groves,
Account Service: Nicole Miranda
Agency Producer: Beaver
Production Company: The Producers
Director: Gemma Lee
Producer: Noelle Jones
Post production: Raechel Harding and Craig Tonkin (Spinach)
Music and Sound Design: Production Alley
Media Agency: Spinach