Yoplait

Yoplait

Research to ensure project success

Background

Yoplait Dairy Crest wished to raise brand awareness of Petits Filous among target audiences and influencers and to maintain premium status among rival brands. We proposed a tangible resource pack for use with 4 – 7 year olds, including a wall display, assembly play and song and printed take home leaflets and money off vouchers for parents.

Aim

  • To ensure that the gatekeepers (teachers) bought in to the creative concept; were comfortable with the brand and the overall learning outcomes of the programme.
  • Test that teachers were compliant with the distribution of parental leaflets and money-off vouchers, paving the way to include a reach in to homes and the consumer.

What did we do?

The core messaging was around the importance of calcium for young bones in a daily balanced diet. Yoplait saw the value in educating young people to understand the role of calcium, but also wanted to extend this messaging home and communicate directly to their customers and the key purchase decision-makers e.g: parents and guardians.

Our research involved the recruitment of 25 primary school teachers and healthy school coordinators across the UK from a mixture of school types with a varying demographic to ensure comfort with content and approach, but also the brand and messaging – paving the way to produce take home information that included redeemable vouchers.

To ensure efficacy the research medium involved the development of an online survey exploring sample content and design of the resource components. This asked reviewers to specify preferences and to offer their opinion on a variety of approaches, along with the favoured method of contact and most effective marketing route within their school. On completion of the concept review, teachers were asked if they would happily condone the inclusion of a class set of parental leaflets about a balanced diet, the importance of calcium for young children and money off vouchers against the purchase of Petits Filous.

The positive feedback gave us the evidence we needed, along with the confidence from the client to successfully develop the recommended, tangible resource pack.

Once produced, the target take-up for the resource was 10 -15% within the first month of school promotion, giving us a top-end reach of 3,255 schools and 240,000 pupils. however, we achieved in excess of 8,000 orders and were unable to fulfil the total demand.