“This Ain’t No Yogurt Baby”

Meet the star of the cultured cream scene, Bessie Smooooth.

We’re excited to debut Bessie Smooooth, the soulful bovine R&B star who’s here to serenade your taste buds with a catchy ode to FAGE’s new Creamy Dreamy product range.

Since FAGE is best known for their yoghurt products, the campaign sets out to clarify to American audiences that Creamy Dreamy is a cultured cream dessert, not yoghurt, unlike what they may expect.

In an authentic R&B-style music video spot, Bessie Smooooth takes centre stage in the recording studio, performing her latest track, “This Ain’t No Yogurt Baby”. 

Through fluttering eyelashes, the blinged-out bovine sings the lyrics: “This ain't no yogurt baby, this ain't what it seems. This ain't no yogurt baby, this is cultured cream.” and finishing with, “Can I get a Fa–yay?”.

The ads end with the line ‘as delicious as it sounds’, inspired by the product range’s mouth-watering name.

Our Managing Director, Dan Appleby, said:
“People know what yoghurt tastes and feels like, but cultured cream is new to lots of people in the States. What better way to dramatise the smooth, deliciousness of Creamy Dreamy than with a non GMO-fed bovine R&B diva? With her creamy velvety voice, irresistibly smooth R&B sound and delicious lyrics, Bessie Smooooth is the embodiment of Creamy Dreamy. We hope she’s going to be a huge billboard star, but more importantly, that she encourages people to try Creamy Dreamy.”

We worked with Rabbits Foot Studios to bring Bessie to life. The campaign has already started its nationwide roll-out across the U.S., with more to come in the months ahead. Alongside the TV spots, the campaign extends across streaming services, social media platforms, digital channels and FAGE’s website.