Yoplait has launched a major ad push and on-pack promotion and announced its lineup of Team GB brand ambassadors.
The yoghurt brand’s £2.4m Moments of Gold campaign – which launched yesterday – will encourage families to be active together in what Yoplait said would be its “biggest ever UK partnership”.
It follows the announcement of Yoplait’s three-year deal to sponsor the British Olympic team in March.
Launching ahead of the delayed 2020 Tokyo Olympics in July, the marketing push will see Yoplait’s six Olympian ambassadors participate in a series of sporting-style challenges as part of video-led social media content across Facebook, Instagram, Twitter and TikTok, which would reach more than 26 million people.
New TV ads for both Frubes and Petit Filous will also promote the partnership and on-pack competition, which includes prizes ranging from money-can’t-buy experiences, such as a VIP meet and greet with ambassadors Helen Glover or Shauna Coxsey.
There will also be thousands of runner-up prizes, such as vouchers for kids bikes and Team GB merchandise, Yoplait said.
The campaign’s full list of ambassadors include double Olympic champion Helen Glover (rowing); two-time overall bouldering world champion Shauna Coxsey (sport climbing); Team GB’s youngest summer Olympian Sky Brown (skateboarding); reigning world champion Jordan Thomas (karate); Rio 2016 medallist Chris Langridge (badminton) and head men’s tennis coach Leon Smith.
“We’re immensely proud to be partnering with Team GB, bringing together the nation’s favourite sports team with the nation’s favourite kids yoghurt brands to inspire families up and down the country to get active,” said Joanna Goodman, head of marketing for yoghurt at Yoplait owner General Mills. A deal to sell Yoplait to its former owner, the French dairy co-op Sodiaal, is expected to be completed later this year.
“Working with an array of Team GB ambassadors will further our mission to help kids get the right daily nutrition to lead active, happy lives, growing a generation of strong, healthy kids,” Goodman added.
“Kicking off ahead of a big summer of sports, it will be a great opportunity for retailers to maximise sales, help kids get active and make the yoghurt aisle stand out.”