Petits Filous sought to connect with the right audience through new channels by establishing a long-term partnership capable of effectively communicating its nutritious benefits and mischievous brand personality
The challenge was to pioneer a sustained media platform that could ensure top-of-mind recall among parents and children, specifically targeting the breakfast occasion.
The objective was to increase spontaneous brand awareness and sales by reaching potential customers in co-viewing environments.
The Idea
Milkshake! holds the top spot as one of the market’s largest family viewing occasions, being the most-watched channel among UK kids (aged 4-15) in the mornings (BARB), with 1/3 of its viewers classified as House Person with Children (HPCH).
Leveraging this co-viewing destination, we saw the perfect opportunity for Petits Filous to integrate its brand into the morning routines of viewers and amplify awareness of their products through their very first TV sponsorship. And so, Petits Filous became the partner of Milkshake!, sponsoring the strand every single morning from April – September 2023.
The Plan
TV Sponsorship – The sponsorship ran on Milkshake! every morning when millions of families across the UK tuned in -during weekday slots from 6.00am until 09.15am and weekends from 6.00am until 10.00am. With tentpole shows such as Peppa Pig, PAW Patrol and The Adventures of Paddington, it was the perfect playful environment to reach kids and their parents every morning.
Idents – Petits Filous created 10” animated idents with adorable voiceovers featuring young talent to engage both mischievous kids and their parents, effectively communicating the nutritional content and playful personality of the brand.
On Demand – The creative also aired across My5, VOD and Sky Go to further extend the reach and target new audiences who chose to view their content on the move or on demand.
Digital & Print – The Petits Filous logo was integrated into the Milkshake! website to create a presence where kids were exploring the fun activities the website had to offer. In June, Petits Filous had a half page advert in the Milkshake! magazine, which sells over 20,000 copies each month.
The research, conducted by Savanta, showed the synergy between the two brands was highly successful, with 100% of Milkshake! viewers perceiving them as a good fit, leading to increased campaign cut-through, improved brand image and significantly higher consumer metrics among viewers compared to non-viewers. To view the full results, download the case study below.
Sky Atlantic, Sky Cinema and Tesco Finest*
