Yoplait Kids has announced the launch of a new on-pack promotion, along with an inspiring line-up of Team GB ambassadors as part of its ‘Moments of Gold’ campaign.
The creator of market-leading brands Petits Filous, Frubes and Wildlife aims to encourage families to be active together and create ‘moments of gold’, nourished by the nutrition and goodness of Yoplait yogurts in what will be its biggest ever UK partnership.
With Tokyo 2020 Olympic Games just around the corner, Yoplait has signed six Team GB ambassadors across a diverse range of Olympic sports, with three of these sports making their debut in the postponed Games.
Each ambassador will be taking part in the campaign, some alongside their own children, by participating in fun sporting style challenges as part of video led social media content across Facebook, Instagram, Twitter and Tik Tok.
The full line up of ambassadors includes Double Olympic Champion Helen Glover (Rowing), two-time overall bouldering World Champion Shauna Coxsey (Sport Climbing), Team GB’s youngest Summer Olympian Sky Brown (Skateboarding), reigning World Champion Jordan Thomas (Karateka), Rio 2016 medallist Chris Langridge (Badminton) and Head Men’s Tennis Coach Leon Smith.
Rolling out from 1 June, the on-pack promotion forms part of Yoplait’s three-year partnership with Team GB as the Official Yogurt Partner. Prizes consist of money-can’t-buy experiences, including the chance for a VIP meet and greet with either Helen Glover or Shauna Coxsey. There will also be thousands of runner-up prizes such as vouchers for kids bikes and Team GB merchandise.
Capitalising on the summer of big sporting events, the seven-figure investment comprises new TV adverts for both Frubes and Petit Filous that will promote the partnership and on-pack competition, as well as in-store activation and a social media campaign.
“We’re immensely proud to be partnering with Team GB, bringing together the nation’s favourite sports team with the nation’s favourite kids yogurt brands to inspire families up and down the country to get active,” Joanna Goodman, Head of Marketing, Yogurt (Northern Europe) at General Mills, said.
“Working with an array of Team GB ambassadors will further our mission to help kids get the right daily nutrition to lead active, happy lives, growing a generation of strong, healthy kids. Kicking off ahead of a big summer of sports, it will be a great opportunity for retailers to maximise sales, help kids get active and make the yogurt aisle stand out.”
