General Mills-owned fromage frais brand Petits Filous has started a £3 million UK communications programme that aims to support child development.
Running until the end of February, the 360 campaign – which is projected to reach over 22 million consumers – will use channels including TV, video on demand and Facebook.
The media plan has been strategically developed from insights showing where and when parents are looking for advice and reassurance and the channels that they want to find this on.
General Mills affiliate Yoplait UK is working alongside child development expert Anita Cleare to provide mums and dads with deeper insight on the power of ‘free play’ to help provide important life skills to young children.
Petits Filous has also recruited a team of bloggers to help communicate the campaign messages in an accessible way through a live Twitter chat, challenging parents to resist the urge to step in and direct their child’s playtime.
Richard Williams, of the northern European cluster for General Mills and Yoplait, said: “Petits Filous has been dedicated to child development in the UK for the past 30 years. The brand has now extended its focus from the functional benefits of its products (calcium and vitamin D for healthy bones) to the importance of ‘free play’ for children’s development, with the aim of making positive changes in society.”
In a statement, Yoplait said: “Dairy products such as Petits Filous, are an important source of protein and calcium for children and by adding 50% of their Vitamin D intake to our core range we are helping to build healthy bones and with the latest recipe formulation, the company has been able to go even further in improving the nutrient profile of Petits Filous.”
In 2016, Yoplait announced that it would reduce the amount of sugar in Petits Filous by 17%, as part of a ‘significant’ reformulation that also saw vitamin D levels increased.
© FoodBev Media Ltd 2018