Campina is kicking off a multimillion-pound campaign for Yazoo to cash in on sales growth of almost 20% for the milkshake.

A £1.7m burst of outdoor ads begins on 19 May including 10,000 sites across the UK from phone boxes to billboards, with other media ads following later in the year.

Featuring the strapline 'Milk. Shaken Up', it is hoped the ads will raise the profile of the milkshake category so it can better compete with water.

"As a category it's about a quarter of the size of water," said director of marketing Chris Collis. "But it often only gets a few facings compared with metres of water and every conceivable flavour of carbonated drink."

Yazoo's grocery sales were up 17.1% to £27.4m last year [Nielsen MAT 6 October 2007]. Overall brand sales, including foodservice and other out-of-home channels, were £63m for the year, added Collis.