FAGE

“Honestly Crafted, nothing to hide.”

Natural and honestly crafted yogurt has nothing to hide. FAGE brings this idea to life with a bold, multi-channel campaign. It begins with print ads featuring employees sharing personal secrets to highlight that, like the yogurt they make, they have nothing to hide. Nearby, billboards playfully "outed" imagined yogurt quirks of real apartment dwellers: “Jim in 3B eats yogurt with a fork. And he’s PROUD of it.”

Then, Fage turns the spotlight on themselves.

FAGE employees shared their own personal truths—nothing to hide, just like the yogurt they make.

Experiential

The campaign extends into the streets with pop-up confession booths in busy urban areas, inviting passersby to share their secrets in exchange for free yogurt.

Interactive Packaging

"Nothing to Hide—Lid Edition"

Every Fage lid holds a secret—yours. Peel it back to reveal a yogurt confession, from midnight snack admissions to double-dipping dilemmas. With a different confession on every lid, sharing isn’t just encouraged—it’s inevitable. #NothingToHide

Social

Your yogurt confession isn’t meant to stay under the lid. Peel, gasp, and post—because if you’ve been caught eating FAGE in the shower, the world deserves to know. #NothingToHide

Web “Corp-Cam”

For the ultimate proof?

A live-streamed security cam feed straight from FAGE’s facilities, so you can see transparency in action.