Frubes set to dominate summer snacking with bigger than ever* freeze ‘em campaign

Top-selling kids’ yoghurt brand, Frubes, is bringing back its hugely successful Freeze ‘Em campaign, which encourages consumers to try freezing their Frubes. Supported with its biggest investment to which includes three limited-edition packs, new jokes, summer sampling, standout experiential, media, social and PR support.

Three Frubes limited edition Try Me Frozen packs are currently hitting shelves and clearly communicate the freezing opportunity and highlight that Frubes can be safely frozen on the day of purchase. Frubes offer a fun, mess free, Calcium and Vitamin D enriched alternative to a traditional dairy ice lolly. Each tube, which features an individual Frubes character, also includes a new joke.

A massive six figure sum is supporting an advertising creative themed around freezing Frubes and how they can be put into lunchboxes in the morning and defrosted by lunchtime – ensuring kids’ lunches are kept cool and they have a tasty, nutritious snack in time for lunch.

The ad campaign will run across media and social and Frubes will be working with key influencers to raise the profile of the brand as the weather warms up and encouraging this alternative eating occasion.

A stand-out Frubes experiential campaign will be hitting family friendly events over the summer months with the aim of giving out 60,000 samples and a new on-line game has been developed to engage with the Frubes core consumer.

Ewa Moxham, Head of Marketing at Yoplait UK says: “Last year’s Freeze ‘Em campaign was hugely successful. We saw 34%** more consumers purchasing Frubes during the campaign period and this year we are making the activation even bigger so we expect to drive even more consumers into the brand.

“Frubes is the only yoghurt brand in a tube and the only one to offer the versatility of being able to freeze. Our campaign kicks off this month and runs until August so we’d encourage our retail partners to stock up and stay stocked up as Frubes is going to be a great demand!”.

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For more information please contact: Sarah Bentley, Head of External Relations at Yoplait UK sarah.bentley@yoplait.co.uk

Available across Grocery, Convenience and E-commerce channels.

*Yoplait UK A&CP Budget
** Kantar UK 8wks prior 06/08/23