Petits Filous became the partner of Milkshake!, sponsoring the strand every single morning from April - September 2023.
Petits Filous sought to connect with the right audience through new channels by establishing a long-term partnership capable of effectively communicating its nutritious benefits and mischievous brand personality.
The challenge was to pioneer a sustained media platform that could ensure top-of-mind recall among parents and children, specifically targeting the breakfast occasion.
The objective was to increase spontaneous brand awareness and sales by reaching potential customers in co-viewing environments.
Milkshake! holds the top spot as one of the market's largest family viewing occasions, being the most-watched channel among UK kids (aged 4-15) in the mornings (BARB), with 1/3 of its viewers classified as House Person with Children (HPCH). Leveraging this co-viewing destination, we saw the perfect opportunity for Petits Filous to integrate its brand into the morning routines of viewers & amplify awareness of their products through their very first TV sponsorship. And so, Petits Filous became the partner of Milkshake!, sponsoring the strand every single morning.
The research, conducted by Savanta, showed the synergy between the two brands was highly successful,
with 100% of Milkshake! viewers perceiving them as a good fit, leading to increased campaign cut-through,
improved brand image and significantly higher consumer metrics among viewers compared to non-viewers.
• Brand Awareness
+ 33% Uplift in Spontaneous Brand Awareness
• Purchase Intent
+15% Increase in Purchase Intent
• Cut Through
>50% Of viewers were able to Recall the idents
• Advocacy
+8% Uplift in Brand Advocacy post wave among viewers
"As the leaders in kids' yoghurt, we wanted to be the first dairy company to embark on a long-term, sustained sponsorship of the nation's favourite kids' television brand. Parents and children co-view Milkshake! during their morning routines, so it
was the ideal opportunity to bring to life our playful, mischievous Petits Filous personality while communicating our healthy product benefits."
Nicole Gommans, Petits Filous Brand Manager at Yoplait UK
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