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

Marshmallow Car Insurance Partners with Sky Media for its TV Sponsorship Debut

Sky Media has announced a new partnership with car insurance provider, Marshmallow, specifically designed for people who have moved to the UK. The collaboration, which was planned and bought by Miroma Group’s Wake the Bear, will see Marshmallow sponsor Utsav Plus, ARY Digital and GEO TV channels.

Marking its TV sponsorship debut, Marshmallow’s campaign aims to drive brand awareness and consideration among a specific target audience. This niche group comprises of people who have recently moved to the UK, own a vehicle, and are looking for car insurance. People who move to the UK can pay up to 45% more for their car insurance than their UK-born counterparts.

Chloe Collins, Head of Marketing at Marshmallow said, “Our customers have moved here for all sorts of reasons, and many need a car to keep on moving with their lives. Too many insurers price those new to the UK as if they are new to driving. We value the driving experience they bring with them. Sponsoring these channels allows us to connect with one of our core audiences and expand our reach.”

The 10” creative will run across a mix of programming on the aforementioned channels, started on Friday 1st March 2024 and will continue until 30 April 2024. Marshmallow offers competitive quotes specifically tailored for those who are overcharged, and this campaign aims to promote that precise message to their precise target audience.

Sky Media negotiated the deal with Wake the Bear on behalf of Marshmallow.

Prestige Flowers renews sponsorship with Channel 5 in seven-figure deal

Sky Media announces that Prestige Flowers has renewed its sponsorship of Channel 5, following the success of its 2022 campaign. The seven-figure deal includes a 12-month sponsorship of Extraordinary Stories, running from April 2023 to April 2024, and a two-month sponsorship of Christmas Movies, running from November to December 2023.

Since Prestige Flowers first aired as a Channel 5 sponsor in July 2022, the brand has reached 61% of all adults in the UK (31.5 million). Popular programming that helped achieve this reach included 22 Kids and Counting, Inside the Tower of London, and Secrets of the Royal Palaces.

The renewal deal was brokered by media agency, Recipe; the same creative minds behind the 10” sponsorship idents which will run across linear and VOD. These idents showcase the range of human emotions which are evoked when receiving the gift of flowers.

The renewal of this sponsorship will cement Prestige Flowers’ affiliation with the astonishing people and emotional backstories at the centre of Channel 5’s Extraordinary Stories content. It will also align the joyous sentiment of sending flowers with the uplifting festive films throughout the Christmas Movies portion of the campaign.

Philip Crowther Business Director of Prestige Flowers has said “We are delighted to have extended our Extraordinary Stories deal with Channel 5 that is ‘Delivering Unexpected Moments. This 7-figure 1 year extension of the hugely successful Channel 5 campaign for Extraordinary Stories, developed in collaboration with Recipe, will continue to the build the mass coverage we need and showcase the emotional impact of sending and receiving flowers beyond the bouquets themselves. Our continued partnership with Channel 5 is a significant milestone for us, and we’re excited to bring unexpected moments of joy to a wider audience.”

Peter Dale, VP Adsales & Commercial Development, Paramount UK has said “We’re thrilled to renew our partnership with Prestige Flowers across Channel 5 throughout 2023 and beyond. Their continued support demonstrates our shared commitment of celebrating significant moments in everyday lives, that resonate with our audience”.

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.”

Motorway to sponsor BT Sport’s broadcast coverage of the Premier League and UEFA Europa League

BT Sport has today announced that Motorway, the UK’s fastest growing used car marketplace will co-sponsor BT’s broadcast coverage of the Premier League, the UEFA Europa League and the UEFA Europa Conference League.

The sponsorship agreement brokered by Motorway’s media agency, MG OMD, and Sky Media, will span 127 live games across BT Sport’s coverage of the 2022 / 2023 season with the first game on the 6th August. The sponsorship will include a comprehensive activation package, including a series of whistle to whistle 5 and 10 second idents before games, during half-time and after games, as well as sponsorship across live streams through the BT Sport App and BT Sport website.

Motorway’s partnership with BT Sport is projected to reach 19% (5.696m) of the ABC1 audience and marks Motorway’s second major sponsorship of live sports coverage, following their recent sponsorship of the Guinness Six Nations coverage across 2022 and 2023.

Lloyd Page, CMO at Motorway, said: “‘We’re proud to partner with BT Sport and to play a role in bringing not just the beautiful game, but some of the most exciting football leagues in the world, to millions of football fans via our sponsorship of BT’s coverage of the Premier League, UEFA Europa League and UEFA Europa Conference League. With record numbers of motorists selling their cars online through Motorway this year, this sponsorship gives us an incredible opportunity to continue driving awareness of our platform – and help even more car owners sell their cars 100% online for a great price, to our nationwide network of thousands of dealers.”

Jeremy Rosenberg, Account Director, Advertising Partnerships BT Sport said: “We are delighted that through our work with Sky Media, we have partnered with Motorway to sponsor on BT Sport the broadcast coverage of the Premier League, the UEFA Europa League and UEFA Europa Conference League. It is fantastic to have a new brand to partner across our channels.”

Tom Cocker, Executive Director at MG OMD said: “We are thrilled to be supporting Motorway with their sponsorship of the Premier League on BT Sport. Following the acceleration of Motorway’s growth over the past year, this is the perfect partnership to help us continue to build brand awareness and fame with one the nation’s favourite football competitions. We look forward to the year ahead working with BT and Motorway on this exciting new partnership.”

Prestige Flowers aligns with true life stories and Christmas movies on Channel 5

Prestige Flowers is to sponsor an extensive selection of true-life programming and Christmas Movies on Channel 5, it was announced today.

The flower brand’s sponsorship of “Extraordinary Stories” content will run on Channel 5 and My5 across a wide variety programming that celebrate true stories from the UK and beyond, including: Jay Blades: No Place Like Home; Our Great Yorkshire Life and 22 Kids and Counting.

The broadcast sponsorship, brokered by Sky Media, will run across Channel 5 and My5 in a series of 5” and 10” idents beginning in July for Extraordinary Stories and Christmas Movies from November.

Recipe Media was responsible for the planning and buying of the TV sponsorship campaign across the Paramount-owned terrestrial network, a first for Prestige Flowers. Recipe Media is part of Recipe, an independent integrated agency.

The series of idents, titled ‘Delivering unexpected moments’, were created by Recipe, focusing on the human emotions that are evoked when receiving a bouquet of flowers. The ambition is to look beyond the bouquets and glimpse into personal stories and meanings behind sending and receiving flowers and watching an extraordinary story on Channel 5. Each ident opens on the close-up of someone as they react to receiving a Prestige Flowers bouquet.

Peter Dale, VP, Ad Sales and Commercial Development, Paramount, UK, said: “I’m delighted that Prestige Flowers has chosen to partner with Channel 5, sponsoring a breadth of content that celebrate incredible stories of interesting characters and amazing real lives, as well as what promises to be a stellar line-up of Christmas Movies. The partnership is the latest exciting example that demonstrates what Paramount UK can offer advertisers in terms of reaching an engaged British audience at scale, across our channel portfolio.”

Rebecca Poole, Advertising Manager, Prestige Flowers, said: “We are thrilled to partner with Channel 5 for our latest TV campaign. Extraordinary Stories has the perfect synergy to the sentiment of sending flowers, tapping into the notion of how receiving a surprise bouquet of beautiful flowers makes us feel. Not only that but shining a light on extraordinary stories and celebrating with flowers that leave a lasting impression.”