Prioritise children’s health for the summer months
DAIRY products firm Yoplait has kicked off a new campaign for its children’s yoghurt brand Petits Filous to drive up awareness of its health credentials.
Live from 28 April until November, the new campaign depicts some fun, cheeky children who have been caught in the act of mischief.
Entitled ‘Mischief Makes Us’, Yoplait reckons the new marketing will drive up maximum engagement and awareness with parents through some relatable examples of when children have been caught red-handed.
The campaign highlights the calcium and vitamin D fortification that the Petits Filous range offers which is important for children’s growth to develop healthy bones.
Marketing will be activated through video-on-demand channels, social media, online video, OOH advertising, consumer PR campaign, influencer activity and shopper in-store media. Yoplait has estimated that 94% of its target audience will see the campaign at least 26 times throughout the year.
This latest piece of marketing carries on the health benefits of the Petits Filous range from a 2024 campaign that featured TV presenter Josie Gibson and her son Reggie.
The brand also recently revamped its recipe at the start of 2025 to help ensure its yoghurt range was even healthier. This saw the brand remove sugar down to 8.9g, which also includes naturally occurring sugars from lactose and fruit.
Ewa Moxham, head of marketing Yoplait, said: “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.
“We believe that mischief needs healthy bones, we have been fortifying our recipe over 15 years, and our latest campaign injects emotion and relatable fun into the brand and the total kids’ yoghurt category.”
