Full On Tasty Upside Down

Agency: Butler Shine Stern & Partners


Have you ever seen a spot that’s upside down? Chances are you haven’t. For its newest campaign, Flavour From Down Under, that’s exactly what noosa yoghurt is doing. For the first time, the brand is truly leaning into its Aussie roots - embracing a double entendre that speaks to its origins and the fruit compoté at the bottom of each tub.

noosa tapped its long-time agency partner Butler, Shine, Stern & Partners (BSSP) to bring new meaning to being from “down under,” with a new inverted campaign that does more than just flip the images in post. BSSP created a true upside-down set. Working with Hobby Film and Director Amy Allais, the team built a fully upside-down kitchen set, while also creating a rig to invert the talent so they would be upside down too - getting the physics of the land down under just right. See here for the campaign assets and a behind the scenes look at how it came to life:

Rooted in consumer research and insights, the campaign focuses on a core truth that unites the brand and consumer: Going Full On. On one hand, noosa lives in a category that is feeding the body but not the soul - with many yogurt brands touting less calories, low fat/fat free, etc. yet consumers crave more functional and emotional fulfillment in what they eat. noosa is focusing on a simple principle that’s embedded in its Aussie heritage, "Aussie’s don’t skim. They go full on.” They believe in making full on tasty yoghurt with the whole milk and an abundance of real, vibrant fruit.

In a recent study conducted by noosa, they found that less than half of the consumers in the yogurt category are satisfied. This learning paired with our qualitative research, we believed this to be the right time and opportunity to refresh our message and help signal noosa as the fully satisfying yoghurt experience people crave.

With the launch of this new campaign, BSSP helped to create a whole new world for the brand across social, OLV, display, shopper, DOOH and more.

This professional campaign titled 'Full On Tasty Upside Down' was published in United States in January, 2024. It was created for the brand: noosa, by ad agency: Butler Shine Stern & Partners. This Integrated medium campaign is related to the Food industry and contains 3 media assets. It was submitted 3 months ago.


Client: noosa
Yuri Hermida - Chief Growth Officer, Sovos Brands
Emily Josephson - Director of Marketing
Michelle Nochlin - Senior Brand Manager
Luke Chavez - Senior Director, Innovation

Agency: BSSP
John Butler - Creative Chairman
Sinan Dagli - Executive Creative Director
Jimmie Blount - Creative Director
Justin Cannon - Associate Creative Director, Copywriter
Lauren Byers - Senior Art Director
Julia Waicberg - Senior Copywriter
Tess Rockers - Senior Integrated Producer
Shelby Deffterios - Associate Producer
Jake Bayham - Head of Strategy
Amanda Mobley - Strategy Director
Maura Mattoon - Group Account Director
Shannon Stucke - Account Director
Gill Lau - Account Supervisor
Kelsey Oium - Project Manager

Business Affairs: Hailstorm
Krista Horn - Senior Business Affairs Manager

Production Partners:
Production Company: Hobby Films
Director: Amy Alias
Executive Producer: John Gerard
DP: Barry Parrell
Production Designer: Zazu Myers
Edit: Cut + Run
Editor: Jay Nelson
Head of Production: Kristen Jenkins
Executive Producer: Brian Stanley
VFX/Finishing: Jogger
Lead Compositor: Jan Cilliers
Head of Production: Diana Cheng
Sound Engineer: Dusty Albertz


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