Frubes, Yoplait Dairy Crest's fromage frais brand, will sponsor Friday mornings on Cartoon Network for nine weeks as part of a £810,000 kids TV support investment.

Two five-second and two ten-second 'Freezing Friday' slots, between 7am and 9am, will feature Burt the Lifeguard, Frank the Footballer, Si the Surfer and Stanley the Rapper. The ads will show how Frubes can be frozen in the summer as an ice cream.

Standard packs will change to a freezing design to support the campaign. Pauline Vicente, brand manager, said: "We believe that by encompassing the sponsorship and on-pack freezability messages, we will keep Frubes front of mind."