First ever kids’ TV sponsorship for Petits Filous and Frubes

Yoplait has secured its first ever TV sponsorship for Petits Filous and Frubes on Paramount’s kids’ brands in the UK.

Yoplait has secured its first ever TV sponsorship for Petits Filous and Frubes on Paramount’s kids’ brands in the UK.

Top kids’ yoghurt brand 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 brokered by Yoplait’s media agency Mindshare UK with Sky Media totalling more than six figures, to ensure the brands are front of mind for parents and children. Petits Filous, the number one kids yoghurt brand*, will be joining forces with Milkshake!, the leading commercial destination for kids aged 4-15 in the UK, from April until 30th September 2023. The sponsorship will feature on weekday slots from 6.00am until 09.15am and weekends from 6.00am until 10.00am.

Working with the Partnerships team at Mindshare UK to shape and deliver this campaign, Yoplait’s sponsorship idents have been collaboratively 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 is partnering with the smash-hit kids’ brand, Nickelodeon for a three-month period, which 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. The Frubes idents will run during lunchtime and afternoon viewing slots. 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 says: “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.”

Peter Dale, Vice President, Ad Sales & Commercial Development, UK, at Paramount, said: “Milkshake! and Nickelodeon are loved by kids and trusted by parents – we always ensure that our commercial partners align with our brand values, which is why we are excited to have Yoplait as a key sponsor across our channels.”

Churchill partners with Nickelodeon to ensure families are road ready

The PAW Patrol Pups will front the new commercial partnership between Churchill motor insurance and Sky Media to teach road safety essentials to families across the UK

Sky Media and Churchill have announced a brand-new partnership, titled ‘Stay safe with PAW Patrol: Mission Road Ready’, to promote road safety with Nickelodeon. Featuring characters from the popular children’s TV show PAW Patrol, the commercial campaign aims to entertain and, most importantly, educate UK families about the importance of road safety essentials.

The campaign, developed in partnership with media agency MediaCom, launches in October and highlights the importance of being safe on the roads, particularly during the winter months. The bespoke AFP (Ad Funded Programme) music video content is sponsored exclusively by Churchill and will broadcast across Nick Jr. and be available on a bespoke online hub, featuring assets from Premier Education’s Game of Actual Life that is being rolled out in schools as part of the campaign.

Analysis by Churchill Car Insurance reveals there are around 23 injuries every week involving under 18s within 20 MPH zones, according to the most recently available data*. The campaign from Churchill aims to make the streets safer for all users by educating motorists, parents and children alike about road safety. The partnership, spearheaded by MediaCom’s Creative Systems division, includes a full day of Premier Education’s Game of Actual Life; the initiative supports mental wellbeing and aims to prepare children for their transition to Secondary school including educating children further on safety around roads.

Nickelodeon will create a series of three-minute music videos featuring the PAW Patrol Pups. The three videos will cover all aspects of road safety from crossing roads to being visible on the street – all the while with Chase and the PAW Patrol Pups giving tips along the way. As part of the campaign, Nickelodeon and Churchill have launched a co-branded hub as a resource-rich destination for parents, complete with entertaining content including a road safety quiz and fun activities for kids. The online hub will be further promoted across the Nick Jr. social platforms.

Sarah Jones, Director of Planning at Sky Media, commented, “Nickelodeon’s content and characters are loved by kids and trusted by parents. This partnership will give Churchill an entertaining, educational platform to drive greater awareness of road safety amongst young children.”

Kirsty Hoad, Head of Marketing for Churchill, said, “Partnering with Sky Media on this campaign is extremely exciting for us. Road safety is an absolute priority for our business, and this is a great opportunity to help make a difference by educating children and reassuring parents. We hope by using the popular PAW Patrol characters and the Game of Actual Life we will inject some fun, but more importantly give memorable messages that children will carry with them as they are out and about and ultimately keep them safe.”

Mark Swift, SVP International AdSales, ViacomCBS Networks UK, added, “We’re thrilled to be partnering with Churchill and Sky Media to share such an important message with kids and families around the UK. The PAW Patrol pups are fan favourites and they will be a great help to educate kids while bringing in all the fun and entertainment that kids love.”    

David Batch, CEO, Premier Education, said, “So many children and young families will benefit from the Game of Actual Life programme in local communities – and we are excited to support Churchill Insurance by delivering it. I would like to thank Churchill on behalf of all the schools involved and can’t wait to see the impact that increased road safety awareness has on the children and their families.” 

Ben Bleet, Creative Systems Lead at MediaCom, commented, “Upon receiving the brief from Churchill, we knew how crucial it was to find the perfect partners to bring Churchill’s insight and message to life. PAW Patrol and Game of Actual Life strike the balance of educational and entertaining, ensuring engagement from a variety of audiences. It’s been a truly collaborative effort and a pleasure to develop a partnership that will both deliver lessons in schools and drive cultural relevance for Churchill.”