Traditional flavoured milk brand YAZOO has unveiled a £6m marketing campaign, its biggest ever ATL investment and double its outlay from 2023.
Making a splash from now until 1 July, the campaign shines a light on YAZOO’s indulgent new addition, the HFSS-compliant Thick N' Creamy milkshake, which launched last September.
Building on the brand ethos of shaking up the mundane and injecting moments of fun into everyday life, the hero advert is a self-referential adoption of YAZOO’s successful 2023 TV creative. Opening with last year’s setting of three friends in a car enjoying YAZOO and listening to the 90s classic "No Scrubs", the camera then zooms out to show two people watching the advert at home, whilst each enjoying their preferred YAZOO.
Airing on key national TV channels including ITV, ITV2, ITVBe, Sky Media and Channel 4, the creative will also be shown via targeted VoD and social media placements on TikTok and YouTube. The campaign is set to reach 93 per cent of 16-54 year olds within the UK.
YAZOO’s new Thick N’ Creamy range offers a thicker milkshake consistency for those that prefer a richer, more indulgent drink, appealing to YAZOO loyalists and new shoppers alike.
YAZOO currently has a 26.8 per cent share of the flavoured milk market, with a brand value of £79.9m and market penetration of 11.3 per cent.
“As the number one traditional flavoured milk brand, we are perfectly placed to drive category growth through trend-led innovations and ATL investment," said Ali Heal, Brand Manager at YAZOO. "We’re going big in 2024 by doubling our media spend to raise awareness of our delicious new Thick n’ Creamy range, as well as continuing to support our existing core portfolio. Thick N’ Creamy offers an affordable indulgence that is an ideal treat at any time of day. We wanted to showcase our consumers’ passion for the thicker format through our creative, which in true YAZOO style, offers a playful twist on the traditional advert.
“Sales of flavoured milk peaks in the summer months, and whilst YAZOO already has a prompted awareness of 96 per cent, we’re expecting to reach millions of milkshake lovers this year with our largest ever media investment. Retailers should ensure their shelves are stocked, and the chillers are filled to meet demand.”
