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

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.”