Food & Drink Feb 20, 2020

Everything You Need to Know about Icelandic Provisions’ First National Ad Campaign

The new campaign sets the Icelandic skyr apart from its “cousin,” yogurt.

Icelandic Provisions has launched its first multi-media national advertising campaign! The brand has grown extensively over the past four years and has become a staple in fridges nationwide (including in many celebrity homes!). Now, CEO Mark Alexander says Nordic-style skyr is ready to go mainstream. To set skyr apart from its well-known “cousin,” yogurt, Icelandic Provisions’ new campaign will focus on answering the question, “what is skyr?” and, of course, how to pronounce it.

The campaign is centered around a series of fun video spots where two improv actors in traditional Icelandic sweaters brave 20-degree weather and 50 mile-per-hour winds while trying to explain that skyr is the “Icelandic cousin of yogurt but with less sugar and more protein.” Filmed in the coastal village of Vik, the spots convey Icelandic Provisions’ authenticity and deep roots in the Icelandic lifestyle and culture.

The video spots are only a piece of the puzzle, with geo-targeted digital content and out-of-home experiences also contributing to the campaign efforts. Starting in Washington, DC, the company plans to roll out several exciting “transit takeovers” including “full bus wraps, bike share kiosks, and digital transit shelters.” This rollout comes just in time for Taste of Iceland in D.C. this spring from March 18-22!  

Icelandic Provisions recently launched its new line of skyr called Krímí that’s even creamier and made from whole milk. The snack is available in several tasty flavors, including a new cold-brew coffee flavor that’s a result of a two-year collaboration with a small, family-owned Icelandic coffee roastery.

Have you tried skyr before? Which of these new flavors are you looking forward to the most? Let us know in the comments or on Twitter