Petits Filous, the number one brand in kids’ yoghurt[2], is launching a new campaign to lead growth in the category.  ‘Mischief Makes Us’ champions the fact that the iconic French brand name “Petits Filous” translates to ‘Little Rascals’ and aims to reframe mischief as a force for good that can help kids go further in life.

A £2.5M media investment will see the brand reach more than four million of the target audience through a full, 360-degree marketing campaign. This includes Petits Filous returning to screens with an impactful new TV advert called ‘Trumpet’, launching on 11th April, and running until w/c 9th May across a range of channels, including ITV1, C4, Sky Media. The advert showcases young siblings getting up to some healthy mischief* at their grandparents’ house – and of course, enjoying the Petits Filous Fromage Frais along the way.

The marketing campaign will go live across a range of channels and will include digital and shopper activations, and below-the-line activity. An influencer-led social media challenge called #MakeMischief will also encourage families to break the routine and share mischievous moments together with their kids. Celebrity influencer Adam Thomas and his kids will be the first to take part in the challenge, followed by a host of relevant influencers for maximum visibility.

Lindsay Hill, Head of Marketing at Yoplait UK, said: “The hidden link between our brand name and the fun-filled translation ‘little rascals’ is the inspiration for our campaign. We believe a bit of healthy mischief* helps make us who we are. Kids’ curiosity should be nurtured not restricted. Every Petits Filous is made with Calcium and Vitamin D to help kids grow up strong, spirited, and healthy*.

“Studies show that children who are more mischievous when younger, are more likely to be successful when they are grown up[3]. Our full 360-media approach will build awareness of the benefits of mischief and re-enforce Petits Filous as the go-to yoghurt for little rascals.”

*Calcium & vitamin D are needed for normal growth and development of bone in children. A varied and balanced diet is important as part of a healthy lifestyle.

[2] Nielsen – Scan Track, total coverage including discounters, Kids Yoghurt category, we 29.01.2022

[3] Developmental Psychology, 2015

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