FAGE GREEK YOGURT –
PLAIN KITCHEN W/ BOBBY FLAY:

One of my favorite things about working in advertising is the collaboration. Creativity isn’t just limited to the creative department, and that was no less true when FAGE tasked our agency to increase sales of their plain yogurt. “Plain Kitchen with Bobby Flay” is a cross-department collaboration that invited the celebrity chef and home cooks alike to create real recipes with FAGE’s plain Greek yogurt as the theme ingredient. This translated into a real-life, pop-up restaurant and recipe contest which inspired people to use more of FAGE’s plain Greek yogurt in the kitchen, changing its perception from just plain to plain extraordinary.

Portrait of a male chef wearing a white chef's coat with colorful logo and the name Bobby Flay, smiling, in an outdoor restaurant patio with stone walls, arched windows, and red tablecloths on tables with chairs.

A landing page announced FAGE’s partnership with Bobby Flay and the chance to win a luxury trip to NYC to participate in his one-day, pop-up restaurant featuring recipes inspired by the plain Greek yogurt. Users could see the menu Chef Flay had created but would notice there were some missing recipes in each section for Appetizers, Entrees, and Desserts. That was their invitation to make a featured contribution to the event’s menu.

Screenshot of a webpage featuring a recipe menu from the FAGE Plain Kitchen website, with sections for appetizers, entrees, and desserts, and large cutlery images on the sides.
Screenshot of a webpage from FAGE featuring a recipe for Cold Cucumber Soup, with an image of the soup on the page.

In addition to the event menu, the landing page also included demonstration videos of some of the recipes which would be prepared by Chef Flay on event day.

A web page showing a recipe submission form for the FAGE Plain Kitchen with Chef Bobby Flay. The background has a restaurant interior with tables covered in red tablecloths and white chairs.

Recipe Submission Page

A magazine page showing a recipe for penne with wild mushrooms, part of a pre-event print/peel concept for plain kitchen, with a photo of a woman holding a gray card with a chef and ingredients listed.

Users were pushed to the landing page by a combination of traditional and digital media using creative inspired by the iconic removal of the yogurt’s foil lid.


In Print, food magazine readers would come across what looked like a top-side view of a FAGE yogurt cup with its classic foil lid. Upon pulling off the lid, they would reveal much more than plain yogurt, exposing the underside FAGE-based recipe and a fully plated image of the meal. Once again, reinforcing the concept to look at their plain yogurt as a culinary ingredient and encouraging home chefs to submit their recipe.

Print

OLA

Four-panel advertisement for FAGE yogurt campaign. The first panel shows a top view of a cup of FAGE Total yogurt with the brand logo. The second and third panels display a plate of pasta with vegetables and parsley, encouraging participation in a grand opening. The fourth panel shows a man in a white shirt with text inviting viewers to submit recipes for a chance to win a trip to NYC, with a blue submit button.
Blue background with text about the definition of Dictionary.com and copywriter Plus logo.

PROJECTS (cont.)

A promotional graphic for Copy Writer Plus featuring a message about asking if you are still eating because you're hungry, with a logo at the bottom.

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