Neogal is reshaping the Greek yogurt segment with a strategy that blends affordability and social value. Through its new “Special Edition,” the company aims to democratize access to premium quality by significantly reducing prices on its high-protein range, responding directly to ongoing inflation pressures.
“We want to build lasting loyalty by turning affordability into a pillar of the premium segment,” says CEO Giacomo Guarneri. This vision takes form in a dual initiative: a strong price repositioning alongside a complete packaging redesign, enhancing shelf visibility and guiding consumers toward informed choices.
According to company estimates, the initiative could drive a 71% sales increase compared to standard pricing, offering retailers a valuable opportunity to boost turnover and improve margins.
Supporting the launch is an unprecedented nationwide TV campaign: over 1,300 ads aired across Rai and Mediaset networks over 45 consecutive days. Three distinct creatives, each tied to a promotional line, maximize message impact and clarity.
At the same time, Neogal is strengthening direct engagement with consumers. By scanning QR codes on packaging or visiting the website, users can access a dedicated blog featuring nutrition insights, product information, recipes, and a live chat to interact with the company. This approach reinforces trust and builds a closer, more transparent relationship with the brand.
