Lisa McTigue Pierce / Packaging Digest

Yoplait Greek yogurt cups speak charitably

Yoplait Greek has announced a new packaging and advertising campaign that comes to life on smartphones and allows consumers to help in the fight against hunger.

Consumers across the country can download the Yoplait Greek4Good application to interact with their Yoplait Greek cups. Yogurt lovers can also find and unlock new Yoplait Greek messages on the brand's Facebook and Twitter pages, and on www.Greek4Good.com.

Consumers in Chicago and New York will have the opportunity to use the app to view augmented reality experiences on billboards and other postings around their cities (see example below).

To decode messages, users simply download the free app to their smartphone, hold up the phone to the Greek4Good image and watch as Greek letters translate to English and figures animate on screen. For every message decoded using the app's viewfinder, one point will be awarded to a Feeding America member food bank. Feeding America is the nation's leading domestic hunger-relief charity, with more than 200 member food banks serving all 50 states, the District of Columbia and Puerto Rico.

"As an iconic name in yogurt, we wanted to ensure that this campaign excited and engaged our consumers on an entirely different level," says Allison Curran, Yoplait Greek associate marketing manager at General Mills.

"Utilizing a unique interactive application that brings our product to life, we know the Greek4Good program will entertain users while allowing them to join us for a good cause."

Through the program's completion on Dec. 3, 2011, the food bank with the most points awarded will receive a $25,000 donation provided by Yoplait Greek, in partnership with the nation's largest domestic hunger-relief charity, Feeding America. Users will be able to track their point totals, in addition to locating food banks in their area and viewing point totals of the top user-selected food banks.

"We are excited to be partnering with Yoplait Greek to support Feeding America food banks nationwide," says Vicki Escarra, president and CEO of Feeding America. "We appreciate Yoplait's commitment to hunger relief by creating this cool, interactive program to get people involved."

Like all other Yoplait products, Yoplait Greek is made with milk from cows not treated with rBST. In addition, Yoplait Greek comes in six delicious flavors, all with a thick and creamy texture with 14 to 17 grams of protein in each 6-oz cup.

For more information on Feeding America and the Greek4Good program, log on to www.Greek4Good.com or visit the brand's website and Facebook page at www.yoplaitgreek.com and www.facebook.com/yoplait.

Watch the video.

Example of a poster: