Oui By Yoplait is getting an old-fashioned makeover with new French-themed packaging. For the brand’s new “Heritage Collection”, each glass yogurt pot will come with a French-inspired design, such as French Chic, French Countryside, or French Modern. As the special jars are only available for a short time, Oui By Yoplait created a new campaign to inspire fans to not only hold on to their little glass pots, but to give them a new purpose.
Oui By Yoplait created a new Instagram series dedicated to its limited-edition glass jars and all the ways customers can remodel them as home decor or crafts. The “Oui Heritage Workshop” is a four-part series dedicated to transforming a 5 oz. glass yogurt jar into designs such as hanging planters or candle holders with help from interior decorating influencers. The series kicked off on July 14 in honor of France’s Bastille Day with Queer Eye star Bobby Berk showing viewers how to turn their pots into the aforementioned DIY hanging planters. Each week until August 4 Yoplait will debut a new episode on IGTV, with viewers able to view each crafting session on both the influencer’s account or Oui By Yoplait’s channel.
The timing of Oui By Yoplait’s latest project could help it reach a wider audience, as many consumers have undertaken sustainable, DIY projects while staying home during the Coronavirus pandemic. As many food brands rely on recipe content to engage consumers, Oui By Yoplait’s crafting strategy could help it distinguish itself from fellow food competitors, according to a Gartner report on the topic. By hosting the campaign on Instagram—where usage rates have increased as people try to stay connected during the crisis—Yoplait could further promote its limited-edition French-style packaging to consumers who may not yet have seen the yogurts in stores. Enlisting well-known design influencers also allows Oui By Yoplait to tap into communities of established loyal audiences, potentially converting them into consumers.
Connecting with consumers through social media has become the new go-to strategy for brands during the Coronavirus pandemic. By tapping into interests social media users are showing enthusiasm for Oui By Yoplait could boost its chances of appealing to viewers, while giving them an additional reason to buy its products.