Frubes Is On A Mission To Be Mischievous

With new design, ATL campaign & promotion

Frubes, the great tasting yogurt snack, is aiming to drive cut-through and build upon the momentum it has seen in September with its new pack design, ATL campaign, and gift-in-pack promotion. 


Available now, the new and improved design showcases ‘Fruberly Fingerz’ on-pack. This arts and crafts activity brings to life its characters to further drive the legendary fun aspect of Frubes. 

Featuring key consumption occasion icons for consumers, including ‘Great for Lunchboxes’, ‘After School’ and ‘On-The-Go’, makes this new design a must-stock.

Tapping into the Return to School period, Frubes is also set to launch an ATL campaign and gift-in-pack promotion in the New Year.  Live throughout the month of January, the 360° campaign will be rolled out across TV, video-on-demand, YouTube, digital programmatic and in-store.

Showcasing Frubes mischievous nature, a brand-new TV commercial has also been created. The Frubes tube character will be seen kicking the seat in front of a school bus and doing everything it can to get eaten by a kid – which is does, highlighting the portability and snackability of Frubes as well as the lunchbox occasion.

What’s more, the Change4Life ‘Good Choice’ badge will also be called out on-pack and on the new TV commercial, making it simple for families shopping the category to easily recognise the snacks no added sugar or artificial sweetener credentials.

In addition to the campaign, a gift-in-pack promotion, ‘Spin the Frube’ is also available until 31st January. The promotion will offer consumers a free card game in every pack allowing kids to bring the Frubes fun home. 

Joanna Goodman, Marketing Manager of Yoplait UK, said: “September was our biggest ever Back to School period, achieving the strongest monthly market share in 18 months (+14.8%) and growing 26.6% in value[1].

“We want to jump on this success with our new pack design and the ATL and gift-in-pack promotion we have in the pipeline for the January back to school period. At Frubes, we encourage and inspire families to have more moments of laugh-out-loud fun and we’re confident our upcoming activity will do just that.”

The new campaign is expected to reach 4.2million people within Frubes’ target audience. Retailers are encouraged to stock up on the range to meet increased demand.

Source: Yoplait UK

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