Frubes promotes fun and play in new above-the-line campaign highlighting portability

Great tasting yogurt snack, Frubes, is inspiring kids and families in their daily routine with a new above-the-line (ATL) campaign promoting Frubes as the go-to portable snack for kids. 

The ATL campaign will use a multi-channel approach to drive sales across grocery, convenience and e-commerce channels during the March Return to School period. Key digital activity launched on 21 February, while TV adverts went live from 1 March and will run until the 31 March. The full campaign is expected to reach 4 million UK consumers.

A household favourite, Frubes is currently the number one category driver in ‘brands my kids ask for’. The vegetarian-friendly yogurt provides sources of Calcium and Vitamin D, with no added colouring or artificial sweeteners.

Last year, the brand witnessed strong performances, with Sales Value growing by +6.1% and Value Share increasing from +0.5% to +10.3% +9.8%. This growth is expected to continue in 2022.

Lindsay Hill, marketing director at Yoplait UK, said: “Our new ATL campaign takes a 360-approach that includes activations on popular home-media channels such as TV, YouTube and gaming platforms to connect with younger audiences.

“These channels have become increasingly important for engaging with our target demographic and, when combined with our in-store activations, will ensure Frubes is kept top of mind with shoppers over the coming March power period.”