Siggi’s, creator of the Siggi’s brand of lower-sugar yogurt with simple ingredients, announced the launch of its new advertising campaign. The Founder Story campaign prominently features the company’s founder and namesake, Siggi Hilmarsson, in direct-to-camera executions and highlights the company’s enduring commitment to making products with simple ingredients, lower sugar and high protein.

The campaign includes a series of videos with Hilmarsson sharing what inspired him to start the company, the New York-based company said, and describing his long-held promise to create simple, lower-sugar products and continuing to deliver a superior nutritional profile to competitive offerings today. The digital-forward campaign meets consumers where they normally view content through several platforms, including video, display, social and search. The ads were developed in collaboration with New York-based creative agency Birthday.

“I’m very excited to speak to consumers directly for the first time in this new ad campaign and tell the story of how our brand began and what I’m most proud of in a straightforward way,” said Hilmarsson. “When I founded Siggi’s 15 years ago, we made a commitment to consumers that they can trust our products to be lower in sugar, high in protein and delicious. Our new innovations were also developed with simplicity and transparency in mind, so it was the right time for me to share our product philosophy firsthand in this new campaign.”

The campaign launch accompanies a major year of innovation for Siggi’s as it broadly expands its portfolio with the release of category-defining products, including a plant-based range, kids pouches and skyr with almond butter, with even more innovation to come later this year, the company said.