Chocomel kicks off a playful side in TV campaign

Premium milk drink brand rolls out new TV campaign

Friesland Campina’s new campaign for Chocomel features the ‘Hide the Pain Harold’ meme as part of its new playful marketing push.

FRIESLAND Campina premium milk drink brand Chocomel has kicked off a new round of TV marketing with its ‘When Life Gives You Chocomel’ campaign.

Following on the success of its TVC presence from last year – which saw over 300% growth in penetration for the brand according to Kantar data – this campaign is part creative that is running across both Belgium and The Netherlands as well as the UK in a bid to increase the playfulness of the brand.

The advert is set to reach 86% of UK adults via TV, cinema, video-on-demand and other digital platforms reinforcing the brand’s presence with existing Chocomel fans and delivering greater recognition with new consumers.

The playful creative shows a range of everyday scenarios such as a lunchbreak on a building site or someone using a leaf blower that are “elevated beyond the everyday” according to Friesland and are given a unique twist thanks to Chocomel.

The ads will include fun Easter Eggs for consumers such as cameos from darts legend Raymond van Barneveld as well as the ‘Hide the Pain Harold’ meme with the dulcet tones of voiceover talent Darren Harriott, who is best known for presenting ITV show Love Island: Aftersun.

Within retail, the advert will be supported via POS, in-depot takeovers as well as a unique in-depot competition to enable retailers to win £8,000 towards a holiday. There will also be runner up prizes including an iPad and a years worth of free stock.

Jake Rylands, UK brand manager of Chocomel, said: “Deliciously indulgent Chocomel has gone from strength to strength since launching in the UK back in 2019. It is now a £10.3million brand, growing 30% year-on-year.

“Our above-the-line marketing spend in 2023 and 2024 combined has seen us invest over £15m in the category.

“The creative champions spontaneity and fun, building association with the Chocomel brand personality and creating cut through with consumers with a high visibility and long lasting 360 above-the-line campaign.

“We’ll reach 22m shoppers from this latest wave of activity alone. ‘When Life Gives You Chocomel’, is all about celebrating individuality, the core of what Chocomel is about! Get ready for sales success!”