siggi’s

less sets you free.

Since 2005, siggi’s has been crafted to be the simplest yogurt possible. Made in the Icelandic skyr tradition, low in sugar, and stripped down to only real ingredients free of unnecessary additives. But in early 2022, we saw siggi’s was losing ground to a host of new lower sugar competition. So we set out to craft a new platform that would connect with our deliberate brand lovers through emotion. Not product stats. For young people today, success is much more rooted in freedom than in stuff – and we used this insight to launch our new big idea. Along with national TVCs, out of home, PR, digital/social, and a brand new visual identity, we championed “less” as only siggi’s can: With thought leadership and a loud clarion call to embrace simplicity. Simplicity not just in our food, but in our everyday lives. Because we believe once you strip away artificial expectations, less sets you free.

Credits: Holly Hancock – AD / Raychel Casey – Senior Producer / Justin Franklin – SCW/ Mitchell Watson – Content Creator / Little Village Films – Production Partner