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Yoplait's Petits Filous sponsor's Five's Milkshake!

Yoplait has signed a one-year sponsorship agreement with terrestrial TV channel Five's Milkshake! as part of a £600k bespoke media campaign to support Petits Filous, the market leading kid's brand.

The sponsorship deal, which runs from January, aims to communicate the strong bones message and increase relevance of the Petits Filous brand to four to eight year olds. Milkshake! is the most popular pre-school strand on terrestrial television and has recently widened its audience reach to four to seven year olds.

The sponsorship creatives feature a number of Petits Filous characters - known as 'The Busy Bones' - to communicate the 'strong bones' brand message. 'The Busy Bones' characters, which are soon to appear on-pack, feature in two ten-second and 14 five-second idents shown throughout the strand on every day of the week. The package also covers online branding.

Gemma Baggaley, Group Brand Manager, kids (under 8), Yoplait, said: "Five's Milkshake! is the perfect vehicle to help communicate the Petits Filous brand's 'strong bones' messaging. It does this by bringing fun characters to life, in a way that engages directly with kids. The strand appeals to younger children, and through, 'dual viewing' will also connect with mums. This investment will contribute to our position as the highest spender on advertising in the kids market and help drive sales of Petits Filous products."

Rachael Wheeler, Sponsorship Controller at Five, said: "We are is thrilled to have signed this sponsorship deal with Yoplait's Petits Filous. Both the brand and creative provide a perfect fit for the Milkshake! strand."

1 IRI grocery outlets, 52 w/e 11 Aug 07
Contact Information
For further information please contact:

Yoplait Dairy Crest Ltd
Tel: 01372 476000
www.ydc.co.uk