Created by: McCann-Erickson Launched: April 2002 It may not be strictly a baby food but Yoplait Dairy Crest's Petits Filous fromage frais are certainly positioned as a toddlers' snack. The combination of happy, smiling children ­ in various stages of dishevelment as they slurp their way though pots of the dairy snack ­ with Gerry and the Pacemakers' I Like It' as backing track make the TV ads' message to mums clear. The press ads also make the most of the kiddies' toothless grins. Different stages of child development are represented, from four-month-old babies to toddlers, emphasising the range of the products' appeal. Parents are also involved in the messy munching activities, so the sense of family is strong too. {{P&P }}

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