Advanced Television

Petits Filous renews deal with Channel 5’s Milkshake!

April 12, 2024

Sky Media has announced the renewal of Yoplait’s sponsorship of Channel 5’s daily children’s programme strand Milkshake! to promote kids’ yoghurt brand Petits Filous.

Launched this April 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’ 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 positive results for Petits Filous, including:

  • 33 per cent uplift in spontaneous brand awareness
  • 15 per cent increase in purchase intent
  • 8 per cent uplift in brand advocacy among viewers

Yoplait’s 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 personality of the brand – Petits Filous means ‘Little Rascals’. Post-campaign research proved the creative effectiveness with over 50 per cent of viewers able to recall the idents and more than 32 per cent 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.”

Meanwhile, Sky Media has announced that the 2023 Sky Zero Footprint Fund Grand Prix winner, Grub Club, has made its TV debut using its £1 million media value prize fund. 

Grub Club’s TV campaign is powered by Sky Media’s Performance Solutions and One Campaign measurement, airing across a mix of linear and VoD channels. In addition, the campaign will refine its target to pet owners, based on web search behaviour and Pet’s At Home’s postcode data to optimise the brand’s new retail deal.

Alessandro Di Trapani, Co-founder at Grub Club Pets, said: ”We’re delighted to launch our first ever TV ad with Sky Media. The Sky Zero Footprint Fund has given us an incredible opportunity to drive mass reach and build this exciting new category of pet food. We hope that it sparks more conversation about the role insects can play, not just in feeding our pets, but also in helping us fix our global food systems for future generations to come.”

Sarah Jones, Director of Planning, Sky Media, added: “We’re excited for Grub Club’s advert to make it’s TV debut. Grub Club is disrupting the pet food market, and we feel privileged to be part of their journey in spreading the knowledge of their products. Personally, I can’t wait to see the impact this will have on their business and the sector in general.”

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