When YoCrunch Yogurt launched its first advertising campaign, it entered a market dominated by Dannon, Yoplait, Columbo and Breyers.

I led a team that had to make room in people's heads for another yogurt. YoCrunch Yogurt’s radio campaign staked out a brand position that filled a void in the yogurt category. 

For maximum impact, we focused our entire budget in radio and went up against giant competitors who had the power of television?   

Hear how YoCrunch beat them.

Results.

YoCrunch doubled its share of market in four months.