Chocomel’s ‘Sharing Not Required’ ATL campaign returns to TV

Chocomel Premium Milk Drink has returned to TV screens with its £10m ATL campaign, following the unprecedented success of its first debut in April.

The hero TV advert, designed to raise brand awareness and increase penetration under the banner: “Chocomel, Sharing Not Required”, is back on air until the end of August on ITV, Sky and C4, VOD and YouTube, and will feature alongside popular flagship show Love Island, programming tailored precisely to the brand’s target audience. This time round, the campaign is expected to reach 33.6 per cent of all adults at least five times.

Since the campaign’s debut, penetration has grown a staggering +300 per cent, and the brand has seen a 61 per cent increase in ROS, whilst brand awareness has climbed from 65 per cent to 71 per cent in just three months. As well as this, OOH Sales Out data has shown a +30 per cent surge in the brand’s EPOS sales in unaffiliated and fascia stores. This remarkable growth can be directly attributed to the heightened brand visibility as the demand for premium milk drinks during this key season skyrockets.

The activity will be further supported by striking in-depot POS and in-store shippers across multiple grocery retailers, as well as van sales in OOH and Snappy Shopper activations, bringing the convenience of Chocomel straight to consumers doors.

“We are over the moon to be returning to screens nationwide with our hero TV advert, hot on the heels of the success of the first advert cycle,” said Gabriella Sudall, Marketing Manager NPD at FrieslandCampina UK. “The substantial growth in ROS and market penetration coupled with the overwhelming consumer response has reaffirmed Chocomel’s position as a market leader, and we can only hope to build on this success the second time round.

“With strengthened market presence and increased consumer loyalty, combined with our most recent win at The Great Taste Awards 2023 for Plant-Based Chocomel, we are perfectly poised to expand the portfolio and introduce new products to the market – this is only the start!”