FAGE UK has unveiled TOTAL Greek Yoghurt’s new image with a £2 million investment.

The campaign will feature a series of prime-time 30-second TV commercials, supported by an extensive press, new media, direct mail and sampling road-show.

The campaign kicks off with two light-hearted and fun 30-second commercials, created by top advertising agency, Creative Orchestra. The adverts http://www.youtube.com/watch?v=rdMIDlKu4Zo will air for three months starting on GMTV and will introduce TOTAL’s three new charming characters and a new brand positioning ‘The Lighter Side of Life’.

The three new characters - Cow, Zebra and Spoonbill - designed to give emotional warmth and personality to the brand were the product of months of rigorous research and consumer testing.

Encouraging trial is a 20-week sampling road-show which will introduce the new Lighter Side of Life characters to consumers at point of product trial and purchase outside major supermarkets across the UK.

The advertising campaign is further supported through a 2 week “Taste of Summer” sponsorship on GMTV running from 28th June – 9th July featuring a Celebrity Chef demonstrating 30 second recipes.

The brand’s website, www.totalgreekyoghurt.com, has been completely recreated by digital agency Why Wait Digital and features the three characters. Consumers will see more emphasis on health and wellbeing with many opportunities to engage with the brand via forums and social networking.

A supporting digital campaign across food and health and fitness sites will feature Spoonbill attempting to get the yoghurt and will drive consumers to the new TOTAL site.

Marketing director Emma Wilson says: “This campaign is a significant and refreshing change in direction for TOTAL which we believe will create excitement and interest in the brand and we, hope will engage with consumer emotions and bring it into the consciousness of a whole new market.”