Kerry Foods is aiming to drive trial and awareness of its new Yollies yogurt on a stick brand among mums and kids with the launch of a new TV campaign which will air during prime time TV shows and in cinemas, with sponsorship every day for three months of childrens’ TV channel CITV.
The new campaign will feature animated character Yollie for the first time and follows on from the Cheestrings Brave Bones Club advert, which encourages children to take part in adventurous play.
Lee Willett, dairy marketing controller, commented: “This is a pivotal and exciting moment for the brand. It not only signifies the launch of Kerry Foods’ new unique yogurt product, but is also the second instalment of the adventure-based brand platform, Brave Bones Club.
“We know that CITV is the number one kids commercial broadcaster and is watched by 1.2 million kids each week, and our sponsorship is key to driving awareness of Yollies among mums and will bring the brand’s 16 characters to life in a fun and engaging way.”
The sponsorship is set to include a mini-series of adverts aired in the summer months, and will feature kids’ hands playing with the pods as puppets and acting out funny scenarios based on their characters.
“Our TV campaign is not to be missed, and aims to educate consumers that Yollies is a solid yogurt on a stick, available from the chilled aisle and is like no other yogurt product in the market, from the excitement of peeling the pod open, to biting the yogurt and collecting the sticks,” added Willett.
“To help drive the collectability of the Yollies sticks we are launching a free talking key-ring on-pack promotion in June with two proofs of purchase. The initiative aims to drive sales for retailers and frequency among consumers by encouraging repeat purchase with three key-rings to collect. We are expecting strong levels of redemption from our consumers and are confident that the promotion will build further excitement around the Yollies brand.”
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