Petits Filous renews partnership with Channel 5’s Milkshake!

Petits Filous, the number one kids yoghurt brand*, will be hitting TV screens again in the lead up to summer as it has announced the renewal of its sponsorship of Channel 5’s daily children’s programme strand Milkshake! to cement Petits Filous into the heart of the everyday lives of families with young children.

Following on from the success of its sponsorship of Milkshake! last year – Petits Filous’ first ever, the iconic brand is once again joining forces with the UK’s leading commercial destination for kids aged 4-15 and home to some of the world’s favourite pre-school characters.

Launched this month 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’ healthy and 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 from the 2023 partnership, conducted by Savanta, revealed some tasty results for Petits Filous, which has led to the brand’s appetite for a second serving. Some of those results include:

• +33% uplift in spontaneous brand awareness
• +15% increase in purchase intent
• +8% uplift in brand advocacy among viewers

Yoplait’s tried and tested 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 and mischievous 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 take-outs being that Petits Filous is “healthy”, “nutritional”, “good for you” and “good for kids”.

“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," said Nicole Gommans, Petits Filous Brand Manager at Yoplait. "This partnership with Milkshake! is a natural fit for both brands, and we are excited to continue this partnership into year two.”