Golden Valley-based Mills launched the Taste-Off earlier this year as ammunition for a marketing campaign against its Greek yogurt archrival, Chobani.
The first Taste-Off in New York City featured Yoplait Greek’s blueberry versus a Chobani blueberry offering. It became fodder for a big advertising campaign, with Mills’ offering prevailing among consumers who took the blind test.
Chobani, the leading Greek yogurt, hit back, bringing a complaint to the National Advertising Division (NAD) of the Council of Better Business Bureaus. The NAD ruled last month that while General Mills should discontinue some claims against Chobani, it could support key claims in the ad.
General Mills began a blueberry Greek yogurt Taste-Off Sunday at Butler Square, site of the All-Star block party, which is near Target Field. It runs from noon to 7 p.m. Monday and Tuesday.
This Taste-Off is direct marketing only; no TV commercial will be made from it. But General Mills has been running new TV ads since last month from a second Taste-Off, this one pitting Yoplait Strawberry Greek 100 yogurt and a corresponding Chobani product.
The ads were shot in Boston and Nashville. And yes – surprise, surprise -- Yoplait wins again.