Yoplait Kids unveils on-pack promotion and announces line-up of Team GB ambassadors in ‘Moments of Gold’ campaign

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Yoplait Kids, creator of market-leading brands Petits Filous, Frubes & Wildlife, is delighted to unveil the launch of an exciting new on-pack promotion and announce an inspiring line-up of Team GB ambassadors as part of its ‘Moments of Gold’ campaign.

The £2.4m ATL ‘Moments of Gold’ campaign will encourage families to be active together and create ‘moments of gold’, nourished by the nutrition and goodness of Yoplait yogurts in what will be its biggest ever UK partnership.

With Tokyo 2020 Olympic Games just around the corner, Yoplait has signed six incredible Team GB ambassadors across a diverse range of Olympic sports, with three of these sports making their debut in the postponed Games.

Inspiring families up and down the country to get involved, each ambassador is taking part in the ‘Moments of Gold’ campaign, some alongside their own children, by participating in fun sporting style challenges as part of video led social media content across Facebook, Instagram, Twitter and Tik Tok.

The full line up of ambassadors includes 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 (Karateka), Rio 2016 medallist Chris Langridge (Badminton) and Head Men’s Tennis Coach Leon Smith.

Rolling out from 1st June, the on-pack promotion forms part of Yoplait’s three-year partnership with Team GB as the Official Yogurt Partner. Prizes consist of money-can’t-buy experiences, including the chance for a VIP meet and greet with either Helen Glover or Shauna Coxsey. There will also be thousands of runner-up prizes such as vouchers for kids bikes and Team GB merchandise.

Capitalising on the summer of big sporting events, the seven-figure investment comprises of new TV adverts for both Frubes and Petit Filous that will promote the partnership and on-pack competition, as well as unmissable instore activation and a social media campaign.

With a reach of over 26m, the social media campaign will see the Team GB ambassadors and a variety of micro-influencers take part in interactive (at-home) garden games whilst encouraging their followers to get involved and enter the ‘Moments of Gold’ on-pack competition.

Joanna Goodman, head of marketing, Yogurt (Northern Europe) at General Mills, said: “We’re immensely proud to be partnering with Team GB, bringing together the nation’s favourite sports team with the nation’s favourite kids yogurt brands to inspire families up and down the country to get active.

“Our exciting plans include a seven-figure ATL investment behind TV, on-pack promotion and an engaging social campaign featuring our incredible Team GB athlete ambassadors.

“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. 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 yogurt aisle stand out.”