What’s better than a distinctive brand pneumonic? One yelled by pro tennis players to celebrate Fage’s official sponsorship of the LTA.

This activation is the latest iteration of the It’s Pronounced FA-yeh platform which turns the mispronunciation of the brand name into an earworm of a brand asset. 

Created by Motel, the platform has helped Fage become the UK’s no.1 selling yoghurt – with production currently unable to meet demand.