- Miguel Harichi, Love Island USA Season 6 runner-up and actor, is the face of Trü Frü's new Greek Yogurt campaign, announced May 11, 2026.
- The myth-inspired campaign follows Miguel and his partner as they hunt for the "Nectar of the Gods," only to find the real thing in the freezer aisle, Trü Frü's new Greek Yogurt line.
- Trü Frü's new Greek Yogurt treats are flash-frozen strawberries, raspberries, and bananas layered with Greek yogurt, white chocolate, and crunchy granola.
- This is Harichi's first partnership with Trü Frü. The brand previously tapped Kylie Kelce in early 2026 and collaborated with Tarte Cosmetics.
Trü Frü has tapped Love Island USA star and actor Miguel Harichi for a playful new campaign celebrating the launch of its Greek Yogurt line.
The content follows Miguel and his partner as they tour a “Nectar of the Gods” museum exhibit, leave unimpressed, and set off to find the real thing, a quest that ends in the freezer aisle with Trü Frü’s new flash-frozen fruit treats. The line includes strawberries, raspberries, and bananas all layered in Greek yogurt, white chocolate, and granola.
Harichi rose to fame as runner-up on Love Island USA Season 6 alongside girlfriend Leah Kateb, then starred in the Peacock spinoff Love Island: Beyond the Villa in 2025.
The London-born model-turned-TV personality, has built a solid brand portfolio with prior deals including JLab Audio and fitness label YoungLA. He and Leah attended the 2026 Grammys together, keeping their public profile high.
Reality TV crossover campaigns are picking up steam across the food and wellness space. Just as Julie Bowen and Ty Burrell starred in GSK’s meningitis awareness campaign, brands are increasingly leaning on TV personalities to make health-adjacent products more culturally resonant.
Trü Frü, now under the Mars umbrella, previously partnered with Kylie Kelce as a 2026 brand ambassador and teamed up with Tarte Cosmetics on a “Cherry Girl Aesthetic” collection. The Harichi collaboration marks its first move into reality TV talent.
Similar to how Lance Bass and Danielle Fishel headlined Metamucil’s Mic Grab campaign, the brand is clearly using nostalgic and pop-culture fan bases to connect with everyday consumers.
Takeaways
This deal is a smart move by Trü Frü. Miguel Harichi brings a younger, socially engaged audience, over 2 million Instagram followers, to a brand that’s actively expanding its product line under Mars.
The myth-inspired creative is fun and shareable, which is exactly what a freezer-aisle launch needs to cut through.
For Harichi, it’s another step in diversifying his brand beyond fashion and fitness into the better-for-you food space. The question is whether this campaign drives real shelf movement, or stays a social moment.
Could this campaign open the door to a longer-term ambassador role for Harichi, similar to how Kylie Kelce went from organic fan to official partner? With Trü Frü now backed by Mars and actively signing celebrities, could we see them build out a roster of brand ambassadors the way larger snack brands do?
