Vaalia was the only yoghurt in Australia that contained Lactobaccillus GG (LGG) — the world's most researched probiotic. Studies had shown that the LGG in Vaalia had been helpful with reducing the gastrointestinal side effects associated with antibiotic therapy. So a campaign to general practitioners was created to highlight the proven qualities of Vaalia and to encourage them to recommend this brand of yoghurt to their patients.

The campaign depicted three different scenarios; a tub of Vaalia under a microscope, a tub of Vaalia under an examination light and a tub of Vaalia on top of a stack of research paper — indicating that this brand has stood up to the highest scrutiny.

A humorous play on the word 'validated' worked perfectly for this campaign by adding an extra 'a' the word becomes Vaalidated — effectively branding the key message. As well as it's therapeutic qualities, Vaalia was also a great tasting yoghurt which was highlighted in the headline and the positioning statement.