Yogurt AF*
video, social, digital, out-of-home & in-store.
Nature's Fynd is a food co. that makes vegan, fungi-based proteins. But, these aren’t your listening to the Grateful Dead in a Microbus kind of fungi. These ‘shrooms are produced by fungi from geothermal springs in Yellowstone National Park.
They are even the first fungi to go to space.
Intro: Nature’s Fynd was dropping the world’s first fungi-based, 100% dairy-free yogurt packed with protein and less sugar than its vegan counterparts.
Insight: Introduce the vegan food space to Fy Yogurt with an edgy campaign that ties back to its fungi roots and notifies Gen Z and Millenial foodies that this new type of yogurt is the best option.
Solution: Fy Yogurt is what foodies need because fungi truly do it all. Tapping into internet slang, “AF,” we gave this iconic phrase the “fungi treatment and redefined “AF” to mean “as fungi.” It’s delicious AF. Tasty AF. Earth-friendly AF. You get the vibes 😉.
Paid, Organic Social
+ YouTube, Hulu, Prime Prerolls
OOH
Lifestyle Images
Taste-A-Monials
To show this yogurt is real AF, we captured “Real AF Taste-A-Monials” in the epicenter of honesty, NYC. We also convinced our friend and world-famous chef, Andrew Zimmern, to sneak our yogurt into his cooking segments on Good Morning America. ‘Cause when you are real AF, why pay for promo?
Manifesto
These days, you can’t be everything to everyone. It’s all about owning who you are.
You live boldly and intentionally, punctuated with a giant AF.
You’re optimistic AF.
You’re magical AF.
You’re you AF.
So you need a snack that has everything for you.
Nature’s Fynd Dairy-Free Fy Yogurt can be exactly what you need it to be because fungi can truly do it all.
Fy Yogurt is creamy AF (as fungi). Indulgent AF. Protein-packed AF.
So, in a world of ordinary yogurts, be the one who dares to go wild, go tasty, and be real AF.
Press. Press. Press. Press.
