Yoplait has secured its first kids’ TV sponsorship deals for its Petits Filous and Frubes brands in the UK.
Petits Filous is embarking on a six-month TV sponsorship of Milkshake!, Channel 5’s preschool strand, while Frubes is kicking off a three-month sponsorship of the Nickelodeon brand, in an investment totalling more than six figures.
Yoplait’s sponsorship idents have been designed to highlight the nutritional credentials of Petits Filous through the incorporation of real fruit, while the mischievous personality of the brand – Petits Filous means ‘Little Rascals’ – will ensure the idents are fun and playful. On average, it is estimated that the six-month sponsorship will be seen by 41% of children aged between 3-6 years old in the UK.
In a bid to appeal to a slightly older target audience, Frubes will go live across the entire ‘Nick’ network in Sky Media’s portfolio: Nickelodeon, Nicktoons, Nick Jr and Nick Jr Too. The Frubes characters will come to life on surfboards and skateboards and jump into a lunchbox – the occasion Frubes is most famous for. It is estimated that a total of 950 thousand children aged 3-10 years old will see the Frubes idents.
Ewa Moxham, Head of Marketing for Yoplait UK, said: “As the leaders in kids’ yoghurt, we wanted to be the first dairy company to embark on a long-term, sustained sponsorship of two of the nation’s favourite kids’ brands.
“Parents and children are co-viewing so it’s the ideal opportunity for Frubes and Petits Filous to bring to life their brand personalities and communicate their nutritious content.
“These sustained sponsorship deals will ensure that Petits Filous and Frubes are front of mind for consumers during key term time occasions such as breakfast, packed lunches and snack times, but also during the school holiday’s when kids are out and about. We would encourage retailers to stock up as we know our products will be in demand.”
