Yazoo extends its playful side

Flavoured milk drinks champions new launch in campaign

Friesland Campina has launched its new £6million campaign for its Yazoo brand championing its new Thick N’ Creamy milkshake drinks.

FLAVOURED milk brand Yazoo has unveiled its new £6million marketing campaign which champions its latest launch Thick N’ Creamy.

Running across national TV channels including ITV, ITV2, ITVBe, Sky Media and Channel 4 from now until 1 July, the new ad plays on Yazoo’s advert from 2023 with two people watching the old TV ad while drinking a bottle each of the new Yazoo Thick N’ Creamy.

Further to its TV listings, the new ad will be seen across targeted VoD as well as social media placements on TikTok and YouTube.

With this, parent company Friesland Campina hopes to target its key demographic of 16-54 year olds in the UK and estimated to reach 93% of this audience.

Yazoo Think N’ Creamy launched in September 2023 in Chocolate and Strawberry variants, offering consumers a thicker texture milkshake drink that is also compliant with HFSS restrictions in England.

The brand has also been enjoying a great deal of success in the flavoured milk market as of late as well as Kantar found it had a market penetration of 11.3% with consumers as of February 2024.

Ali Heal, brand manager at Yazoo, said: “As the number one traditional flavoured milk brand, we are perfectly placed to drive category growth through trend-led innovations and ATL investment.

“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%, 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.”