The ONKEN yogurt brand has announced a year-long campaign partnership with TV presenter and comedian Paddy McGuinness to drive awareness and growth of its entire portfolio.
The integrated campaign will set out to help the nation make time to ‘feed their inner happiness’ with tongue-in-cheek content featuring Paddy, to be enjoyed with a spoonful of ONKEN yogurt.
The announcement marks the continuation of ONKEN’s long-running ‘Feed Your Inner Happiness’ campaign and comes as the brand looks to accelerate its growth in the UK.
As part of the multi-platform campaign, McGuinness will feature as the star of ONKEN’s new digital ads directed by Peter Lydon, who has worked on everything from British cult classics like Shameless to Hollywood films with A-listers including Al Pacino. Using his recognisable voice to prompt people to “Make time to feed your inner happiness”, McGuinness will provide a series of life hacks and questionable ‘top tips’ which are designed to help people create some time for themselves to enjoy delicious ONKEN yogurt.
The partnership also aims to explore the versatility of the entire yogurt range by focusing on relatable moments and meal occasions with ONKEN at the centre.
Mathilde van Roon, Head of ONKEN, Emmi UK, said: “We all lead such busy lives that it’s harder than ever to enjoy some quality time for yourself. That’s why we’ve teamed up with Paddy to encourage the nation to make time to feed their inner happiness, with Onken.
“As a Dad of three kids, his playful take on managing the daily juggle is one that our target audience will be able to relate to. We hope his fun life hack series will help them create some time out to enjoy delicious Onken yogurt.”
The campaign will run across multiple channels from April to October.
ONKEN will also be the official sponsor of Paddy’s Nearly There Tour, which kicks off in October.
