DALLAS — LALA, a Borden Dairy brand, is rolling out its first-ever national media campaign this month. The national advertising outreach will include national TV, digital and social efforts to support its U.S. expansion and launch of the brand's new yogurt smoothies.
LALA will air new 30 second commercials on prime network programming channels, including ABC, CBS and NBC, which will introduce the concept of #Yogurting.
To coincide with the national advertising launch and expansion, LALA will debut a new website and the TV spots will also coincide with a social media campaign on Facebook, Twitter and Instagram.
"The #Yogurting campaign was created around the idea that consumers are on the move more than ever and they seek healthy on-the-go choices that help them keep up with their busy lifestyles," said Desiree Johnson, director of marketing at Borden Dairy. "LALA Yogurt Smoothies are that choice, and we've coined the term #Yogurting which means having a yogurt smoothie on the go. #Yogurting allows consumers to keep up with their active lifestyles without missing a beat."
LALA started as a regional player with limited U.S. store distribution. Since then, the company has had a growing presence stateside through its local brand, Borden and is quickly expanding nationally. LALA Yogurt Smoothies are sold in major grocery retailers such as Walmart and Kroger, and will more than double its distribution to many more by late spring.
Dieste, Inc. is handling creative for the TV and digital spots; Imaginuity is the digital agency in charge of LALA's social channels and the #_ing teaser campaign videos and Camelot Strategic Marketing & Media is the media buying agency.
About LALA USA:
Borden Dairy Company, headquartered in Dallas, Texas, employs approximately 3,900 people throughout the United States who support the processing, distribution and sale of milk in local markets. The Company produces best-in-class milk products for foodservice and retail customers.
Additional brands include Promised Land Dairy, Frusion, LALA and Nordica. Promised Land Dairy produces rich and creamy white and flavored milks and creams from pampered Jersey cows. Frusion yogurt smoothies deliver intense fruit flavor in convenient drinkables. LALA produces yogurts, yogurt smoothies, probiotic dairy beverages, Mexican style cream, and milk. Nordica offers high quality cultured dairy products including cottage cheese, dips and sour cream, each made through a natural processing method.
Borden Dairy Company carries on the legacy of Gail Borden, Jr., who brought stability and structure to dairy farming methods, milk distribution and business practices. Today, Borden strives for the highest quality and nutrition standards just as its founder did. For more information, visit www.bordendairy.com.
Source: LALA USA