Noosa yogurt is from Australia. And it's taking its Down Under moniker literally.

The latest ad campaign from Butler, Shine, Stern & Partners (BSSP) pushes "Flavour Down Under" to its visual extreme. Tapping the brand's Aussie roots, it's created an upside-down ad.

Part of the reason is to note the fruit is at the bottom of each container. The spot also includes an upside-down kitchen set and a special rig to invert the talent, thanks to Hobby Film and director Amy Allais.

There are several new spots, including a 6-second and 15-second ad.

While many yogurt brands focus on lower calories, Noosa concentrates on a single premise: "Aussie’s don’t skim. They go full on.” That means whole milk and real fruit. The brand wants to supply a satisfying experience for its customers.

The work runs across social, OLV, display, shopper and digital out-of-home.

Jimmie Blount, BSSP creative director, said: “This executional idea allowed us to demonstrate the product and the ingredients, but in a way that’s fun and unexpected. Leaning into Noosa’s position and their product opened up a campaign that’s distinct to them and that’s definitely upside down — on purpose.”

The Sausalito, California-based BSSP's creative work includes ESPN, Blue Shield, FootJoy and San Francisco Ballet.

In August 2023, Campbell Soup purchased Sovos Brands for about $2.7 billion. Sovos Brands includes Rao's sauces, Michael Angelo's frozen foods and Noosa yogurts.