A cheesemaker sets up camp in New York’s Times Square. A yogurt maker signs a marketing deal with professional football. Another yogurt company uses sampling at a public event to build its brand. This summer, Bel Brands, Dannon and Noosa tried various marketing tactics to expand brand recognition, build trial or associate their foods with healthy living.
The Dannon Co., White Plains, N.Y., said it will be the official yogurt sponsor of the National Football League starting in 2015. The company first dipped its toe into football with a television ad for its Oikos brand yogurt during the 2012 Super Bowl game. It also advertised during this year’s game.