Petits Filous renews partnership with Channel 5’s Milkshake! following successful TV sponsorship debut

Research reveals brand’s first foray into TV sponsorship delivers

Sky Media has announced the renewal of Yoplait’s sponsorship of Channel 5’s daily children’s programme strand Milkshake! to cement Petits Filous into the heart of the everyday lives of families with young children. Following on from the success of its sponsorship of Milkshake! last year – Petits Filous’ first ever, the number one kids yoghurt brand* is once again joining forces with the UK’s leading commercial destination for kids aged 4-15 and home to some of the world’s favourite pre-school characters.

Launched on the 1^st of April 2024 and running until the end of June, the sponsorship comes at a time when the weather is getting warmer and aims to encourage parents and kids to reach for Petits Filous’ healthy and nutritious yoghurts.

The creative will feature across weekday slots from 6.00am until 09.15am and weekends from 6.00am until 8.45am – a key time for shared viewing moments when children and parents are together.

Post-campaign research, conducted by Savanta, from the 2023 partnership revealed some tasty results for Petits Filous, which has led to the brand’s appetite for a second serving. Some of those results include**:

• +33% uplift in spontaneous brand awareness
• +15% increase in purchase intent
• +8% uplift in brand advocacy among viewers

Yoplait’s tried and tested 10” animated idents, which were created and produced by Recipe, proved effective in 2023 and return this year. Featuring voiceovers from young talent, the creative was designed to communicate the nutritional credentials of the product through the incorporation of real fruit as well as the playful and mischievous personality of the brand – Petits Filous means ‘Little Rascals’. Post-campaign research proved the creative effectiveness with over 50% of viewers able to recall the idents and more than 32% of the viewers’ spontaneous key takeouts being that Petits Filous is “healthy”, “nutritional”, “good for you” and “good for kids”.**

Nicole Gommans, Petits Filous Brand Manager at Yoplait said: “As the UK’s number one kids’ yoghurt brand, we are delighted to embark on our second year of sponsorship with the number one commercial kids’ destination in the UK. This partnership with Milkshake! is a natural fit for both brands, and we are excited to continue this partnership into year two.”

Olivia Noorani, Invention Business Director, Mindshare UK said: “The Petits Filous Milkshake! sponsorship is an example of great brand synergy. The playful nature of the idents perfectly marries Petits Filous’ Mischief Makes Us brand platform with Milkshake!’s values of adventure, discovery and fun which further strengthens the partnership and offers an authentic way to reach both parents and children at a key co-viewing moment. We’re excited for Petits Filous’ second burst of the sponsorship and to see how this partnership can evolve.”

Peter Dale, Vice President, Ad Sales & Commercial Development, UK, at Paramount, said: “Channel 5 is the only PSB to air children’s content every day of the week through Milkshake! which is much-loved by kids and trusted by adults, providing the perfect environment and a unique opportunity to showcase the Petits Filous brand.”

Petits Filous is available across grocery, convenience, and e-commerce channels in the UK.

*Total Value Sales. Source: Nielsen ScanTrack, total Coverage incl. Discounters to WE:28.01.23.

**Research Source: Savanta Brand Uplift Study 2023

‘The Sunday Times Best Places To Live’, Sponsored By Halifax, Is Set To Debut On Channel 5

Premiering on Channel 5 on Sunday 14th May 2023, the popular Sunday Times ‘Best Places to Live’, sponsored by Halifax, will showcase the various locations that made it into the anticipated housing list.

Sky Media today announces a new sponsorship with Halifax that will bring the popular The Sunday Times ‘Best Places to Live’ list live to Channel 5, in a two-hour TV special this Sunday, 14th May.

In collaboration with Sky Media, Paramount (Channel 5), and media agency Zenith UK, Halifax launches its first AFP (advertising funded programming) campaign with wider commercial assets to support. The two-hour show produced by Paramount’s in-house studio builds on the existing 2-year-long partnership between Halifax and The Sunday Times. The sponsorship campaign sees a range of idents and supporting media that runs across Linear airtime, Channel 5’s social media platforms and the channel’s on-demand service, My5.

For over ten years, The Sunday Times has been celebrating the Best Places to Live in the UK. The annual list is the uncontested authority on the most desirable and attractive locations across Britain celebrating affordability, great schools, fast connectivity and good transport links in hotspots across the UK; including bustling cities, lively town centres, and picturesque villages nestled in the beautiful British countryside.

Now, the must-read list is a must-watch TV special, brought to the big screen for the first time. Fern Britton – joined by Ore Oduba and Sunetra Sarker – countdown the top ten Best Places to Live in 2023 as they travel to every corner of the UK to explore each unique location. The show follows these top presenters as they go beyond the stats to find out what makes each place so special and what it feels like to live there. In each place – whether urban or rural – they chat with the locals, enjoy local activities and experience for themselves what life is like in one of the UK’s Top Ten Best Places to Live. The content is a natural fit for Channel 5’s audience – a broadcaster for the people, all across the country and a place for regional voices.

Recipe is producing the supporting TVC and ident assets that showcase the unique features of some of the locations that have Halifax branches, such as Birmingham and Chichester. The TVC’s celebrate the areas and what Halifax colleagues working there love about them – from recognisable landmarks to architectural features and local points of interest.

Karin Seymour, Director of Client and Marketing, Sky Media, said: “As part of our latest partnership with Halifax, we’re really excited to launch The Sunday Times Best Places to Live content this weekend, to the perfect audience on Channel 5. The AFP brings together three of the country’s favourite presenters – Fern, Ore, and Sunetra – to take viewers on a guided tour to some of the country’s most beautiful locations, celebrating exactly why they’ve made the top ten.”

Helen Davies, the editor of The Sunday Times Best Places to Live 2023, said: “Over the past decade, The Sunday Times has built up Best Places to Live to become the definitive guide celebrating the very best of Britain’s towns, villages and cities — and not just old favourites, but highlighting buzzing communities across the country. It’s fantastic to see it come alive as a television show.”

Fern Britton, presenter, said: “I’ve been reading the Sunday Times Best Places to Live list since it first began in 2013 – and I’m so excited to be able to join as the list expands onto TV. One of the great things about my job is the different people I get to meet, so travelling up and down the country with Ore and Sunetra to some of its most idyllic spots has been a fantastic experience.”

Kim Kinnaird, the Director of Halifax Mortgages, said: “At Halifax, we know it’s where you live that really makes somewhere feel like ‘home’ and what people look for when choosing where to live is a very personal choice. We know that the housing market can sometimes feel daunting when there are so many locations and things to consider. Taking a look at these fantastic locations is a great start, with options for different budgets and family situations, alongside an exciting blend of urban and rural living. We are excited to be bringing these stunning locations directly into people’s homes with this first of its kind programme.”

The content will run on Sunday 14th May 2023.

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.”