Yogurt drink Yop is getting its first TV campaign in a bid to make the brand a breakfast table staple for teenagers.
Owner Yoplait Dairy Crest is investing £3m in the push, which breaks next week, about half the brand’s current value at the till.
The ad will show tired teenagers waking up to a serving of the brand, lovingly laid out for them by their mothers. The 30-second sequence is accompanied by a new version of Eddie Grant’s classic ‘Give me hope Joanna’ track with the words being changed to ‘Gimme me Yop me Mumma’. Brand manager Olivia Munden said a particular goal of the campaign was to push the brand’s larger 750g bottled format, which is currently outsold by a factor of three to two by the smaller 330g impulse variant. There are also plans to extend the brand, which has been on sale in the UK for more than 20 years, beyond the current two flavours - strawberry and raspberry.
Munden said Yoplait had a number of options and could tap into the dozen or so flavours on sale in other parts of Europe, including vanilla and pineapple.
Meanwhile, Yop’s packaging has been tweaked to give it better shelf standout with a bigger brand name on pack and a clear background instead of the usual fruit pictures.
Munden added: “We are aiming for 50% growth over the next year and believe the teenage breakfast market offers that opportunity.
“Our research has found that many teenagers skip breakfast because they cannot stomach it, but would like something light but nutritious instead.”
Owner Yoplait Dairy Crest is investing £3m in the push, which breaks next week, about half the brand’s current value at the till.
The ad will show tired teenagers waking up to a serving of the brand, lovingly laid out for them by their mothers. The 30-second sequence is accompanied by a new version of Eddie Grant’s classic ‘Give me hope Joanna’ track with the words being changed to ‘Gimme me Yop me Mumma’. Brand manager Olivia Munden said a particular goal of the campaign was to push the brand’s larger 750g bottled format, which is currently outsold by a factor of three to two by the smaller 330g impulse variant. There are also plans to extend the brand, which has been on sale in the UK for more than 20 years, beyond the current two flavours - strawberry and raspberry.
Munden said Yoplait had a number of options and could tap into the dozen or so flavours on sale in other parts of Europe, including vanilla and pineapple.
Meanwhile, Yop’s packaging has been tweaked to give it better shelf standout with a bigger brand name on pack and a clear background instead of the usual fruit pictures.
Munden added: “We are aiming for 50% growth over the next year and believe the teenage breakfast market offers that opportunity.
“Our research has found that many teenagers skip breakfast because they cannot stomach it, but would like something light but nutritious instead.”
No comments yet