Frubes unveils ‘try me frozen’ summer campaign

Top-selling kids’ yoghurt brand, Frubes, is launching its largest-ever campaign, encouraging consumers to try freezing their Frubes. Supported with three limited-edition packs, six-figure investment, summer sampling, media and social support, Frubes will be dominating summer snacking occasions.

Three Frubes limited edition Try Me Frozen packs are currently hitting shelves and clearly communicate the freezing opportunity. Frubes can be safely frozen on the day of purchase and offer a fun, mess free, Calcium and Vitamin D enriched alternative to a traditional dairy ice lolly.

A six figure sum is supporting a new advertising creative themed around freezing Frubes and how they can be put into lunchboxes in the morning and defrosted by lunchtime – ensuring kids’ lunches are kept cool and they have a tasty, nutritious snack in time for lunch.

The new ad campaign will run across media and social and Frubes will be working with key influencers to raise the profile of the brand as the weather warms up and encouraging this alternative eating occasion.

Sampling will also be taking place giving parents and their kids the chance to try frozen Frubes and if the kids get bored during the summer break, they can also play the new freeze themed on-pack augmented reality game – a first ever for the brand.

“We are the only yoghurt brand in a tube and the only one to offer the versatility of being able to freeze,” said Ewa Moxham, Head of Marketing at Yoplait UK. “We are confident that kids are going to love having one of their favourite snacks in a frozen format, especially as the weather starts to warm up. This is also a great way of minimising food waste and making our product last longer.

“We are putting some serious investment and support behind Frubes this summer and would encourage our retail partners to stock up and give great features to Frubes as we’re confident sales will fly.”