Yogurt brand Yoplait is investing over £2 million in a new campaign to support its number one kids’ yoghurt brand, Petits Filous in a bid to drive maximum engagement and awareness with parents, recruit new shoppers and reinforce the benefits of fortified kids’ yoghurts.
Live from next week (28 April) until November, the new campaign, depicts fun, cheeky children who have been caught in the act of mischief. Entitled "Mischief Makes Us" the relatable little rascals show how Petits Filous is the brand that helps to fuel mischief. The campaign also dials up the calcium and vitamin D fortification of the Petits Filous recipe which is important for children to develop healthy bones.
“Petits Filous is one of the few brands in the kids’ yoghurt category that continuously invests heavily in creative above the line marketing campaigns and we are confident that our new fun-fuelled campaign will really resonate with parents,” explains Ewa Moxham, Head of Marketing at Yoplait.
“We believe that mischief needs healthy bones, we have been fortifying our recipe for over 15 years, and our latest campaign injects emotion and relatable fun into the brand and the total kids’ yoghurt category.”
The 360° campaign will be activated through video on demand, social media, online video, out of home advertising, a consumer PR campaign, influencer activity and shopper media instore. It is estimated that 94 per cent of the target audience will see the campaign 26 times throughout the year.
This is the first time that the Petits Filous creative campaign has been refreshed since 2022 and the first time the Yoplait master brand is being integrated.
At the beginning of 2025, Petits Filous unveiled its reformulated recipe, ensuring its yoghurts are even healthier, yet still retain the same delicious taste that kids love. Petits Filous moved from 9.3g of sugar to 8.9g which also includes naturally occurring sugars from lactose and fruit.
