Yoplait rolls on health focus

Yoplait kicks off new health campaign with TV presenter

Josie Gibson and her son Reggie sit against a yellow background smiling with yoghurt moustaches as part of the new campaign for Yoplait.
ITV’s This Morning present Josie Gibson and her son Reggie are shouting out about the nutritional benefits of the yoghurt category as part of the new campaign from Yoplait.

KIDS yoghurt brand Yoplait has kicked off a new marketing campaign with a focus on kids’ health, with the support of TV presenter Josie Gibson and her son Reggie.

The new marketing aims to highlight a dairy deficit in kids’ diets, according to Yoplait, to help educate parents and carers on the benefit of the calcium and vitamin D rich category.

Yoplait has kicked off the new campaign off the back of its recent research which the firm conducted with dietitian Dr Carrie Ruxton which found that calcium intakes with children has fallen in the past decade with just under a fifth of four to 10-year-olds found to be clinically deficient in vitamin D.

Dr Ruxton said: “Over the last five years, dairy manufacturers have made significant efforts to decrease the sugar content in children’s yoghurt (reducing it by nearly 14%).

“However, unfortunately, sugar reduction remains an unaddressed challenge for many food and beverage companies and with numerous sugary products still on the market, this could be one of the reasons why children are transitioning from yoghurt to super sweet, high-calorie treats.”

In a bid to encourage more parents to see the benefit of nutrient-rich foods like yoghurt, Yoplait’s, makers of Petits Filous and Frubes, latest campaign aims to debunk the damaging myths around the yoghurt category by re-education consumers on its nutritional benefits.

To do so, the campaign will include out-of-home advertising, social, digital, influencer activity and sampling opportunities as well.

Yoplait has also drafted in Josie Gibson, best known as a TV presenter on ITV’s This Morning, and her son Reggie to help shout out about the benefits of the yoghurt category through a familiar household face.

Ewa Moxham, head of marketing at Yoplait, said: “We are excited to unveil this new campaign featuring household favourite, Josie Gibson and her son Reggie, an our full portfolio of products which is aimed at educating on the nutritional value of kid’s yoghurts and challenging the many misconceptions we know have been damaging our category and kids’ health.

“Our out-of-home advertising has been strategically placed outside retailers to keep kids’ yoghurt front of mind during shopping trips and our content is geared towards simple yet educational messages for busy parents.”