Chocomel launches £10m TV campaign

Fast-growing premium milk drink Chocomel has unveiled hero TV advert designed to raise brand awareness and increase penetration under the banner: ‘Chocomel, Sharing Not Required’.

Running for three months from 14 April, the high-profile promotional activity is the biggest TV investment into the category in years and is expected to reach 80 per cent of UK adults eight times, attracting new shoppers and ensuring that the brand remains front of mind with existing devoted fans during this key season.

Supported by a large digital plan across Facebook, Instagram, TikTok and Youtube, the ad will air on ITV, Sky and C4, VOD and YouTube, throughout spring and into summer.

“For nearly 90 years, Chocomel has been a firm favourite in the Netherlands. Since launching in the UK in 2019, Chocomel has captured the imagination of UK shoppers with its great taste and vibrant branding,” Gabriella Sudall, Marketing Manager NPD at FrieslandCampina UK, said.

“Currently, Chocomel is driving the growth of this category, growing 31 per cent year-on-year and is worth £8m; our latest investment ensures that Chocomel remains front of mind with those looking for a deliciously indulgent, premium drink.”

The creative, developed by Digital Natives as an evolution of their 2022 social campaign for the brand, is based on the insight that although we’re taught that sharing is a worthy virtue, some things are just so good you need to keep them to yourself. The playful ad encourages adults to keep Chocomel just for them and carve out some time to really indulge in the luxurious experience.

Within retail, the advert will be supported with FOS shippers, at fixture POS, in depot takeovers, and additional digital and programmatic advertising on-site.

Chocomel is available in grocery and convenience in 250ml can and 1L carton formats. Chocomel Plant-Based is also available, a cashew nut and pea milk formulation, that offers the same chocolatey richness as the original with a 93 per cent positive in advance taste tests.