Yoplait is the UK No. 1 in kids’ yoghurts but have been declining in penetration recently due to increased attention on healthy eating and competition from wider snacking categories.
However, with our mission to help kids get the right daily nutrition to lead active, happy lives, and growing a generation of strong, healthy kids, we identified the right partner to help achieve this and crossover into a moment in culture. With Team GB, we could enable families to feel inspired by the Olympic ambition, celebrate our athlete achievements and share their own Moments of Gold.
With the pandemic still looming large and UK TV viewing times not always convenient, we knew that we needed to deliver support from the homes and households of the UK without necessarily relying on TV viewership of the Games.
With Moments of Gold, we wanted to unify the nation and get families outdoors to take on junior versions of Olympic sports that could level up parents and kids, families and friends, through the generations regardless of age, gender or ability.
With a 360° campaign reaching all relevant audience touchpoints, we got people up and down the country taking on their own challenges, inspired by the likes of Helen Glover, Shauna Coxsey and Sky Brown.
With the 2 brands growing by 9% and 12.3% respectively and category share growing, the campaign struck gold in supermarkets. The social content engaged more than all benchmarks, and audience reach was delivered through user generated content and earned media.