Frubes unveils ‘Golden Ticket’ on-pack promo for back-to-school

Kids’ yoghurt brand Frubes, owned by Yoplait, has unveiled its biggest ever on-pack promotion offering a huge £45,000 in cash prizes to help drive sales during the critical back-to-school period.

The "Golden Ticket" promotion will be clearly communicated in three limited edition packs hitting shelves from the end of August until 30 September. There is the chance to win one of five Golden Tickets hidden in packs of Frubes, valued from £5,000 to £1,000. In addition, there will be 7,000 instant win opportunities worth £5 each.

“Frubes is a lunchbox and after school favourite, so this promotion is perfectly timed to drive awareness and sales during the back-to-school period,” said Ewa Moxham, Head of Marketing for Yoplait. “42 per cent of kids’ yoghurts sold are in a hand-held format and they are growing eight per cent year on year. They are versatile, fun and should be a must-stock during the back- to-school period.”

“We are putting significant investment behind the Frubes brand throughout 2024 to ensure that more kids can get their hands on the dairy goodness they need. Frubes is a fun, unique brand that has a loyal following and our activity throughout August and September will undoubtedly encourage more consumers to seek out the brand.”

The Golden Ticket promotion will be supported by additional marketing activity developed to appeal to the Frubes core consumer including a new creative campaign on video on demand and online video, an influencer campaign focused on gaming and a fun social media campaign entitled "You’ve been Frubed” that plays on 90s nostalgia.