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Onken yogurt brand, part of the Emmi Group, has announced a year-long campaign partnership with TV presenter and comedian, Paddy McGuinness to drive awareness and growth of its entire portfolio.

As part of the multi-platform campaign, McGuinness will feature as the star of Onken’s new digital ads. Using his recognisable voice to prompt people to “Make time to feed your inner happiness”, Paddy will provide a series of life hacks and hilariously questionable ‘top tips’ which are designed to help people create some time for themselves to enjoy delicious Onken yogurt.

The campaign will run across multiple channels from April to October. Onken is the official sponsor of Paddy’s Nearly There Tour, which kicks off in October 2024.

Head of Onken at Emmi UK Mathilde van Roon, says: “We all lead such busy lives that it’s harder than ever to enjoy some quality time for yourself. That’s why we’ve teamed up with Paddy to encourage the nation to make time to feed their inner happiness, with Onken.

“As a dad of three kids, his playful take on managing the daily juggle is one that our target audience will be able to relate to. We hope his fun life hack series will help them create some time out to enjoy delicious Onken yogurt.”