Shaken & Stirred - Influential Brand Profiling and Positioning

Yoplait launches new promotion: ‘Petits Filous After School Club’

Yoplait is investing in a new promotinal initiative aimed at owning the after school arena and driving sales of the kids yogurts category via  its Petits Filous and Frubes range.

The campaign, Petits Filous After School Club, is designed to retain and reward loyal customers, building on the existing brand credentials whilst growing brand and category performance.

Designed and implemented by TLC Marketing UK, the campaign will offer a range of exciting after school activities free when consumers collect points from Petits Filous or Frubes packs. Launching in September 2012, consumers will be directed to the dedicated website to claim fun, free after school sessions aimed at nurturing natural talent and learning something new – from swim and creative sessions to go-karting and even family 2 for 1 days out.

Supported by press advertising, PR and social media the campaign will run for three months.

Joanna Skinner, Petits Filous and Frubes Brand Manager comments: “After school is a time when many parents are looking for a healthy snack to give their children and with the goodness of calcium and Vitamin D, Petits Filous and Frubes provide a great option. The new campaign will focus on the after school occasion to drive penetration for the brands as well as encouraging kids to get active.

Yoplait is one of the largest branded yogurt and fromage frais companies in the UK. It makes popular brands such as Petits Filous, the number one children’s dairy pot brand, Petits Filous Frubes, the best-selling fromage frais brand for children’s lunchboxes, Wildlife and Yop.

All together, these brands make up over half of all the children’s yogurts and fromage frais sold in the UK. UK consumers spend over £250m a year on children’s yogurts and desserts. Portable yogurts and fromage frais are the fastest-growing product type for children; they now account for over one quarter of the UK children’s market.

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