NPD and Media

YOPLAIT

Frubes reveals gift-in-pack

The campaign aims to encourage children to adopt healthier snack alternatives

Yogurt snack brand Frubes has unveiled a new gift-in-pack promotion offering a free Frubes sticker with each multipack SKU.

The deal is aimed at children returning to school after the Christmas break, supported by a comprehensive marketing campaign that includes TV, video-on-demand, YouTube, online videos on gaming platforms, in-store marketing and influencer activity expected to reach 2.9m people.

The yogurt’s portable format can be kept fresh for up to eight hours out of the fridge, making it suitable for lunchboxes, on-the-go or as a top-up after school.

Lindsay Hill, Marketing Director at Yoplait UK, said: “Frubes is a healthier snack alternative that is popular with kids and easily incorporated into daily routines. The addition of a new gift-inpack promotion adds another layer of fun and play to Frubes that connects with children and inspires parents.

“Our new campaign will support Frubes during the Return to School period, with fresh activity across a range of popular home media channels, including TV, YouTube, and gaming. With parents finding new ways to fill their children’s time, these channels have experienced spikes in consumption and are great consumer touchpoints for reaching key audiences.”

In September 2020, the brand launched its biggest ever Back to School campaign achieving the strongest monthly market share in 1.5 years, with value reaching £2.6m in September that year, up 26.6% year-on-year. Over the last 52 weeks, Frubes has been growing at a rate of +5.2% in sales value, the company added.