Skip to content
Search
AI Powered
Latest Stories

First ever kids’ TV sponsorship for Petits Filous and Frubes

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.

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 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.


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 per cent 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.”

“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,” said Peter Dale, Vice President, Ad Sales & Commercial Development, UK, at Paramount.

Petits Filous and Frubes are available across UK convenience.

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less