SIGGI’S
“Simple Ingredients, Without a lot of Sugar”
MEET SIGGI
The company was founded by Icelandic native Siggi Hilmarsson, who had previously sold his yogurt locally in New York. As of December 2017, Siggi's was the fastest growing yogurt in U.S. grocery stores, and the best-selling yogurt brand overall at Whole Foods.
PROJECT SCOPE
Siggi’s wanted to develop a campaign to generate brand awareness, encourage consumer experimentation and communicate effectively its core advantages over the competition. The goal of this concept was to use Siggi's quotes to effectively express the product's three fundamental benefits (low sugar, high protein, and basic ingredients) while also bringing the user and the entrepreneur closer together. The aim was to highlight the brand's personality with the consumer: earnest, humble, honest, a little eccentric, a little quirky. Soon after launch, Siggi's became the number one yogurt in Whole Foods.
VISUAL CONCEPT
