Yoplait Busy Bones

Raising brand awareness through creative learning

Background/Aims

Yoplait Dairy Crest wished to:

• Raise brand awareness of Petits Filous among target audiences and influencers
• Encourage pupils and students to have a greater understanding of the benefits of calcium intake
• Incentivise purchasers to make Petits Filous the brand of choice

What did we do?

Firstly, we tested the proposed learning goals and overall creative concept with teachers to ensure comfort with the brand and messaging.

The resulting resource comprised a tangible kit – including all the items necessary to present a really impactful, time-saving, ready-to-use educational presentation for display in a school hall so to reach the widest possible audience, including parents/guardians.

To raise awareness of the project aims and increase brand loyalty amongst parents we created:

• Take home leaflets highlighting class work, reinforcing the importance of calcium for children and how to plan daily  meals that include the recommended daily amount required.
• Money-off vouchers.
• Invitation to attend the assembly piece.

All materials extended the visibility of the Petits Filous branding and identity whilst raising awareness of the consumer facing website.

Results

Target take up was 10 -15%, giving us a top-end target of 3,255 schools and 240,000 pupils –however, we achieved in excess of 8,000 orders in less than three weeks and were unable to fulfil the total demand.