FrieslandCampina has launched a major new promotional campaign for its Chocomel premium milk drink brand.
The three-month £10m campaign, said to be the biggest TV investment in the category in years, is expected to reach 80% of UK adults eight times. It will kick off with a TV ad designed to raise brand awareness and increase penetration under the banner, ‘Chocomel, Sharing Not Required’.
The ad will be supported by a digital campaign across Facebook, Instagram, TikTok and Youtube. Trade support will include promotional shippers and POS material, in-depot takeovers, and additional digital and programmatic advertising on-site.
Gabriella Sudall, marketing manager NPD at FrieslandCampina UK, noted: “For nearly 90 years, Chocomel has been a firm favourite in the Netherlands. Since launching in the UK in 2019, Chocomel has captured the imagination of UK shoppers with its great taste and vibrant branding. Currently, Chocomel is driving the growth of this category, growing 31% year-on-year, and is worth £8m (IRI); our latest investment ensures that Chocomel remains front of mind with those looking for a deliciously indulgent, premium drink”.
