Yasso to be acquired by Unilever (Score 44)

Sales lead: The acquisition will likely lead to spend & agency roster shifts. 

  • Yasso announced it will be acquired by Unilever Ice Cream
  • The financial details have not been disclosed, but the deal will reportedly close in Q3.
  • Unilever's DMs were reportedly enticed by Yasso's better-for-you products.  
  • We told you about Yasso's "Ridiculously Better" campaign in April. 

Target demographic: Millennials & Gen-X with a female skew

The company will likely:

  • Continue moving ad dollars from digital to TV
  • Increase ad spend
  • Review current agency relationships

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • YTD spend: Yasso spent around $2.8m on national TV ads YTD, a 47% increase from $1.9m spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend jumped from $858.9k in 2021 to $1.9m in 2022. 
  • Ad programming: It placed ads during programming such as NBA Basketball, Jeopardy!, Wheel of Fortune, Law & Order: Special Victims Unit, and Dateline

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Yasso spent around $420.1k on digital display ads YTD, a significant decrease from $1.7m spent in this channel during the same time period of 2022. 
  • YTD data: 44.8m impressions via Facebook (48%), YouTube (44%), and Instagram (8%). 
  • 2021-2022 spend: Full-year spend jumped from $728k in 2021 to $2m in 2022. 
  • Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, and instagram.com. 

Agency analysis:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.