Yoplait’s top-selling kids’ yogurt brand, Frubes, has unveiled its biggest ever on-pack promotion offering £45,000 in cash prizes to help drive sales during the critical back to school period.
The Golden Ticket promotion will be clearly communicated in three limited edition packs hitting shelves from the end of August until 30 September. There is the chance to win one of five tickets hidden in packs, valued from £5,000 to £1,000. In addition, there will be 7,000 instant win opportunities worth £5 each.
Ewa Moxham, head of marketing for Yoplait, said: “Frubes is a lunchbox and after school favourite, so this promotion is perfectly timed to drive awareness and sales during the back to school period. 42% of kids’ yoghurts sold are in a hand-held format and they are growing 8% year-on-year [Nielsen 17.2.2024 total coverage]. We’re putting significant investment behind the Frubes brand throughout 2024 to ensure more kids can get their hands on the dairy goodness they need.”
The promotion will be supported by additional marketing activity developed to appeal to the Frubes core consumer including a new creative campaign on video on demand and online video, an influencer campaign focused on gaming and a social media campaign entitled You’ve been Frubed that plays on 90s nostalgia.
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