Fage Yogurt has placed its account in review after nearly seven years with MullenLowe. America’s second-biggest Greek yogurt company picked the shop then known as Mullen in late 2010, breaking with former agency of record Ogilvy & Mather. The IPG shop handled creative, digital, social, media planning and buying, brand strategy and public relations as Fage fought its chief competitor Chobani for market share.

1. NEW BUSINESS PITCH
May 2017

2. NAME BRAND PITCH TYPE
Media
MARKET DATE
The Data You Need to Win This Pitch
DESCRIPTION
Fage Yogurt has placed its account in review after nearly seven years with MullenLowe.
America’s second-biggest Greek yogurt company picked the shop then known as Mullen in late 2010, breaking with former agency of record Ogilvy &
Mather. The IPG shop handled creative, digital, social, media planning and buying, brand strategy and public relations as Fage fought its chief
competitor Chobani for market share.
Fage yogurt in
review
nd
Global May 2 , 2017

3. Client Profile / Market
FAGE USA Dairy Industry, Inc. manufactures and distributes yogurt
products. The company offers a range of Greek yogurt products in
various flavors, including strawberry-goji, blueberry-acai,
mango-guanabana, cherry-pomegranate, and honey.
It distributes yogurt to specialty and natural–food stores, including
supermarket chains in the United States. The company was
incorporated in 2005 and is based in Johnstown, New York. FAGE
USA Dairy Industry, Inc. operates as a subsidiary of FAGE
International S.A.
COMPANY BACKGROUND
MAIN COMPETITORS
2016 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
$97.60
270
-
-
-
-
FINANCIAL OVERVIEW
- Source: AccessConfidential.com -
Tim Gibeau
tim.gibeau@fageusa.com
David Marino
david.marino@fageusa.com
Sales Operation Manager
DECISION MAKERS by
Business Manager

4. U.S. Yogurt Market
YOGURT MARKET
SALES (2016)
$7.6 b
SALES SHARE BY SEGMENT
Nielsen
-0.3%
Compared to 2015
FLAVORED AND
FRUIT YOGURT
88.1%
PLAIN
YOGURT
11.9%
SALES SHARE BY BRAND
34%
Nielsen
19.8% 19%

5. 10%
20%
U.S. Yogurt Market
Statista.
com
Statista.
com
Percentage share of dairy products expenditure of
households in the United States in 2015, by type
30%
70%
50%
0%
60%
Fresh milk and creamOther dairy products
40%
80%
66.14%
33.86%
Americans households
spent $413 on dairy products (2015)
• • • • • • • • • • • • • •
6.7 KG
Yogurt consumption per capita in 2012
The most
commonly milk
type used for
yogurt is cow milk.
MARKETSHARE

6. 40%
10%
Fast Food industry in numbersGreek Revolution
20%
Nielsen Nielsen
Greek yogurt’s market share of the U.S.
yogurt market in 2008 and 2014
30%
50%
0%
20142008
60%
4%
52%
the high protein content of
Greek yoghurt appeals
more to men.
MARKETSHARE
The calcium content,
probiotic cultures and
relatively low calorie profile
of these products have
traditionally appealed to
women and parents.

7. Fast Food industry in numbersShifting Tastes
Yogurt is a category traditionally dominated by sweet fruit flavours, but saw
a significant shift in 2016 towards more complex flavour profiles
Euromonitor
Sales of the traditionally
dominant fruited yogurt
3%
Sales of complex flavour
combinations featuring
savoury or spicy tastes
3%

8. Fast Food industry in numbersFAGE
2016 Sales Contribution by Region
Europe
(36.9%)
U.S.A.
(64.4%)
TOTAL SALES
$653.4 Million
% CHANGE
+0.8%
• • • • • • • • • • • • • •

9. Fast Food industry in numbersFage in the U.S.
US MANUFACTURING FACILITY
JOHNSTOWN, NY
MARKET SHARE
BY VALUE
5.7%
BY VOLUME
3.8%
LEADING PLAIN
YOGURT BRAND
30%
BY SALES

10. FAGE CROSSOVERS
EXPANDING DAYPARTS
“The idea is that savory flavors will hold more appeal later
in the day than the sweet flavors that now are consumed
primarily at breakfast.”
Fage is marketing the entire line in
television ads to build awareness
David Marino, Sales Operation Manager @ Fage
David Marino, Sales Operation Manager @ Fage
“Fage crossovers are also really about crossing over into
new uses and new thoughts regarding yogurt”

11. Fast Food industry in numbersFage Marketing
$60 Million
FAGE MEDIA SPEND IN 2016
+58%
COMPARED TO 2015
TV ADVERTISING ABSORBS
MOST OF ADVERTISING COSTS
In 2015, Fage launched a new international campaign
with the slogan “nothing more. Never less.”
The campaign was aired in the US, UK, Italy and Greece
and was designed to celebrate the simplicity, versatility
and premium quality of the product.
2 Million
Fans globally
13.1k
Followers
in the US
• • • • • • • • • • • • • •
• • • • • • • • • • • • • •

12. Fast Food industry in numbersFage’s Audience
SEE THE FULL PROFILE
FEMALES
75 %
45-54 YEARS OLD
34 %
GRADUATE EDUCATION
15 %
TOP PSYCHOGRAPHICS
BEAUTY AND
WELLNESS AWARE
HEALTH
CONSCIOUS
HOME DECORATORS
& DIYs

13. QUICK DEFINITION:
Greek Yogurt Consumers
For this analysis we identified people interested in Greek
yogurt’s top brands like Chobani, Fage and Oikos Greek
Yogurt.
15%
30%
0
45%
15-17 18-24 25-34 35-44 45-54 55-64
74%
FEMALE
52%
MARRIED
50%
WITH CHILDREN
BEAUTY &
WELLNESS AWARE
3.22 x
FOOD
LOVERS
2.04 x
HOME DECORATORS
& DIYs
2.0 x
HEALTH
CONSCIOUS
3.09x
GREEK
YOGURT
CONSUMERS
• • •
•••

14. GREEK YOGURT CONSUMERS:
FOOD
GET THE FULL PROFILE
CONSUMPTION DRIVERS
HEALTH
BENEFITS
NUTRITION/
TASTE BALANCE
TRENDING MIX-INS
BANANA PRETZELS AVOCADOS
ONLINE SHOPPING
2.4 X
TOP GROCERIES

15. GREEK YOGURT CONSUMERS:
MEDIA INSIGHTS
ENTERTAINMENT JUNKIES
1.13 X
GET THE FULL PROFILE
Female greek yogurt consumers
Over index 4x times on Home Cooking.
TOP APP TOP MAGAZINE
Male greek yogurt consumers are
business people. They’re 4x more
interested in using travel apps.
DOCUMENTARY
MOVIES
GAME
SHOWS
FAVORITE
ENTERTAINMENT
CONTENT
TOP APPS

16. GREEK YOGURT CONSUMERS:
CREATIVE INSIGHTS
PERSONALITY INSIGHTS
MALES
GET THE FULL PROFILE
INFLUENCER
TYPE
CHEFS: 1.61 X
INFLUENCER
BILLY PARISI: 4.9 X
INVENTIVE
People who are open to experiences are intellectually
curious, original, creative and innovative. They enjoy
exploring new places and novel ideas.
1.3xAND CURIOUS
PERSONALITY INSIGHTS
FEMALES
SENSITIVE
Neuroticism describes vulnerability to unpleasant emotions
like anger, anxiety, or depression. Neurotic people feel
insecure, emotional, inadequate, and worried.
1.3xAND NERVOUS

17. INTERESTS PROXIMITY MAP:
FAGE vs CHOBANI
GET THE FREE TEMPLATE
NEED TO SURFACE
YOUR TARGET’S
DEFINING INTERESTS?
NEED TO SURFACE
YOUR TARGET’S
DEFINING INTERESTS?
CROSS CATEGORY FOOD INTERESTS
BABY FEEDING
GOURMET
FOODS
FRUITS AND
VEGETABLES
PASTA AND
GRAINS
BREAKFAST
FOODS
BAKED GOODS
SAUCES
MEAT AND
SEAFOOD
CANDY &
SWEETS
FINE DINING
PIZZERIAS
FAST FOODS
FOOD APPS
FOOD
WEBSITES
CHEFS
DAIRY &
EGGS
ORGANIC
FOOD
Commonalities Fage’s audience closest interestsChobani’s audience closest interests
GROCERIES
FOOD
LOVERS
FOOD
TO GO
FOOD MAGAZINES
THOUGHTFUL
EATERS
HOME
CHEFS

18. CONSUMER
INSIGHTS SUITE
Discover the Fage’s consumer
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on Cubeyou Consumer Insights Suite