Frubes freeze over the summer

Yoghurt kicks off bigger summer marketing

Yoplait has marked its biggest investment ever into its annual Frubes Freeze ‘Em campaign as the firm aims to drive sales with its core consumer audience.

KIDS yoghurt brand Frubes has brought back its hugely successful Freeze ‘Em campaign for the summer with a bigger than ever investment into the annual marketing.

The campaign – which encourages consumers to try their Frubes frozen for the summer – includes a massive six figure investment into the brand from parent company Yoplait with three limited-edition packs, new jokes, summer sampling, stand-out experiential, media, social and PR support.

The three limited edition packs are currently hitting shelves across the UK and all clearly communicate the freezing opportunity and highlight that Frubes can be safely frozen on the day of purchase.

Each Frubes tube offers a boost of calcium and vitamin D into children’s diets as well with an individual Frubes character and new joke.

The ad campaign will run across media and social channels with Yoplait working with key influencers to raise the profile of the brand as the weather warms up.

To also help boost engagement with Frubes’ core consumers, the campaign will include some experiential activity and hitting family-friendly events across the summer months with the aim of giving out 60,000 samples as well as a new online game

Ewa Moxham, head of marketing at Yoplait, said: “Last year’s Freeze ‘Em campaign was hugely successful. We saw 34% more consumers purchasing Frubes during the campaign period and this year we are making the activation even bigger so we expect to drive even more consumers to the brand.

“Our campaign kicks off this month and runs until August so we’d encourage our retail partners to stock up up and stay stocked up as Frubes is going to be a great demand.”