Noosa Yoghurt Selects BSSP as Lead Agency

By Erik Oster 

Sovos Brands has selected independent Sausalito-based agency Butler, Shine, Stern and Partners as lead agency for noosa yoghurt, which the company acquired last year.

The appointment marks an expansion of BSSP’s existing relationship with the client. Sovos Brands acquired noosa yoghurt last November.

“BSSP is a truly outstanding partner helping us grow our portfolio of one-of-a-kind brands. Our campaigns on Rao’s Homemade and Michael Angelo’s are not only grounded in strategic insights but deliver on powerful storytelling through big integrated idea thinking,” Sovos Brands svp, marketing Priscilla Tuan said in a statement. “We are delighted to expand our partnership with BSSP to help grow the noosa brand.”


BSSP will be tasked with developing strategy and creative for noosa’s yoghurt brands, as well as new products, while also handling production. BSSP managing director Lindsay Grant will serve as lead on the account.

“It’s an agency’s dream to partner collaboratively with clients who believe in the power of a big idea as a true marketplace differentiator,” Grant said in a statement. “Having worked with the team at Sovos Brands previously, we know they stand behind this approach, and our team can’t wait to dive into another beloved brand like noosa yoghurt.”

The agency’s first work for noosa is expected sometime in the first three months of 2020.

Noosa spent just $28,000 on marketing in the first six months of 2019, down from $50,000 over that period last year and $359,000 total last year, according to Kantar Media.