Siggi’s partners with Lovewell to increase its brand awareness among her health-and-wellness-focused audience. The yogurt brand aims to double its share of the yogurt market in the next few years.
Yogurt brand Siggi’s is out to broaden its reach.
In 2024, revenue grew 26% year over year. And that growth largely came from existing customers buying more of its products, said Christopher Malnar, Vice President of Marketing at Lactalis U.S. yogurt, which owns Siggi’s.
While growth from loyal customers is a great testament to its brand, looking ahead to 2025, Siggi’s wants to acquire more customers and capture a wider audience, Malnar said. “Siggi’s today is still a small brand within the giant sea of yogurt that exists out there,” he said.
Selecting Emma Lovewell as Brand Ambassador
To that end, it recently announced fitness instructor Emma Lovewell as a brand ambassador, or “Chief Live Well Offiskyr.” Lovewell is known from being an instructor on stationary bicycle platform Peloton, and she currently creates content for her blog and social media platforms.
Siggi’s—which is all about simplicity and balance as demonstrated by the product’s simple ingredients and low sugar—chose Lovewell because her philosophy—make small, meaningful changes—aligned with the brand’s values, Malnar said.
Lovewell now has her own wellness hub on Siggis.com (siggis.com/emma), where she will share monthly wellness tips, such as recipes, mindfulness guidance and fitness tips. Consumers can also sign up to receive these tips via email. Lovewell will also be talking about the Siggi’s brand on her content channels.
“Our goal is to get more consumers exposed, help them understand what the benefits of Siggi’s is, and really give an entirely new incremental audience a chance to sample and fall in love with Siggi’s,” Malnar said.
How Siggi’s Markets the Partnership
Siggi’s is letting consumers know about the partnership via “traditional public relations,” Malnar said. Siggi’s announced the brand ambassador partnership Jan. 15 at a breakfast in New York City where it invited 30 journalists, Lovewell and brand founder Siggi Hilmarsson.
The strategy has worked well, as Siggi’s has generated more than 1 billion impressions in less than two weeks after the event. Plus, the brand’s Instagram followers increased almost 2% to 144,000 in the week-and-a-half following the announcement, he said.
“Overall leveraging Emma’s network, leveraging her audience… that is going to help us reach our goals on what we’re trying to achieve within social media this year,” he said.
Capturing Discerning Shoppers
Acquiring new customers today in 2025 is extremely valuable to Siggi’s because they are more discerning shoppers that are more loyal than its average customers, Malnar said.
“The folks that are coming in where we’re able to translate that attention, that engagement into purchase, they’re coming in with a much higher share of requirements for Siggi’s than consumers that are already in the franchise,” Malnar said.
That’s because these newer customers might be looking for more ways to incorporate protein into their diet with simple ingredients, which is Siggi’s (natural) sweet spot as a low-sugar, high-protein yogurt.
“They’re staying around for a longer period of time and enjoying the product. Those new households are more productive than the households that we currently have,” Malnar said about its newer customers.
It plans to have two more events with Lovewell in 2025 as well. Currently, Siggi’s does not have a goal for how many consumers it wants to sign up for her wellness tips. At the end of the year, Siggi’s will evaluate the partnership to see if it wants to continue. It will look at how many new followers it brought in on its social platforms and how the partnership drove Siggi’s overall brand awareness.
Siggi’s aims to double its yogurt market share in the next few years, Malnar said. Today, the brand has about 1.8% of the yogurt market, which is small, Malnar said.
Brand Partners’ Role in Siggi’s Marketing Strategy
The partnership with Lovewell feeds into Siggi’s priority of brand awareness. One of the most efficient and effective ways to increase brand awareness is through advertising, he said. Other successful channels Siggi’s has used include social media ads, connected TV and sponsoring the professional tennis tournament the Miami Open.
The new wellness hub is also a tactic for continual content creation on its site that is both relevant for its current customer and helps target future customers through search engine optimization. The brand can use this content to feed into copy for its other marketing initiatives as well, including social media posts and email marketing.
Looking ahead in 2025, Siggi’s will celebrate is 20th anniversary. In addition to “a lot of fanfare and programming in the works,” Siggi’s plans to launch a limited-edition flavor with pears and dates.
Featured image photo credit: Noah Fecks
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