First-ever Kids’ TV sponsorship
for Petits Filous

First-ever Kids’ TV sponsorship
for Petits Filous

First-ever Kids’ TV Sponsorship for Petits Filous

+
0
%
Uplift in Spontaneous Awareness
+
0
%
Increase in Purchase Intent
+
0
%
Uplift in Brand Advocacy post wave among viewers

The Challenge

Petits Filous sought to connect with the right audience through new channels by establishing a long-term partnership capable of effectively communicating its nutritious benefits and mischievous brand personality

The challenge was to pioneer a sustained media platform that could ensure top-of-mind recall among parents and children, specifically targeting the breakfast occasion.

The objective was to increase spontaneous brand awareness and sales by reaching potential customers in co-viewing environments.

The Idea

Milkshake! holds the top spot as one of the market’s largest family viewing occasions, being the most-watched channel among UK kids (aged 4-15) in the mornings (BARB), with 1/3 of its viewers classified as House Person with Children (HPCH).

Leveraging this co-viewing destination, we saw the perfect opportunity for Petits Filous to integrate its brand into the morning routines of viewers and amplify awareness of their products through their very first TV sponsorship. And so, Petits Filous became the partner of Milkshake!, sponsoring the strand every single morning from April – September 2023.

The Plan

TV Sponsorship – The sponsorship ran on Milkshake! every morning when millions of families across the UK tuned in -during weekday slots from 6.00am until 09.15am and weekends from 6.00am until 10.00am. With tentpole shows such as Peppa Pig, PAW Patrol and The Adventures of Paddington, it was the perfect playful environment to reach kids and their parents every morning.

Idents – Petits Filous created 10” animated idents with adorable voiceovers featuring young talent to engage both mischievous kids and their parents, effectively communicating the nutritional content and playful personality of the brand.

On Demand – The creative also aired across My5, VOD and Sky Go to further extend the reach and target new audiences who chose to view their content on the move or on demand.

Digital & Print – The Petits Filous logo was integrated into the Milkshake! website to create a presence where kids were exploring the fun activities the website had to offer. In June, Petits Filous had a half page advert in the Milkshake! magazine, which sells over 20,000 copies each month.

The Results

The research, conducted by Savanta, showed the synergy between the two brands was highly successful, with 100% of Milkshake! viewers perceiving them as a good fit, leading to increased campaign cut-through, improved brand image and significantly higher consumer metrics among viewers compared to non-viewers. To view the full results, download the case study below.

Get in Touch
Envelope icon to get in touch
Download
Download icon
Send to friend
Send to friend arrow icon
Opportunities
Opportunities icon with multiple devices
Keep up to date
Newsletter icon
Other case studies of interest
Our Sites

Please click on any of the sites below to open the link in a new window

x
Hot off the press: Check out the latest news from Sky Media
Get the full case study to your inbox Please complete this form and a document download link will be emailed to you directly in the next few minutes.

    Your Name: *

    Your Surname: *

    Company: *

    Latest updates straight to your inbox
    Keep me updated with the latest success stories from Sky Media
    No Opt-InUnconfirmed

    Send to Agency/Friend

    Don't keep it to yourself – fill out the details below a share something from our site.

      Your Forname: *

      Your Surname: *

      Company: *

      Contact's Forname: *

      Contact's Surname: *

      Contact's Company: *

      Message:

      Get in touch

      Please complete this contact form and we will get back to you as soon as possible.

        First Name: *

        Surname: *

        Company/Agency name: *

        Where are you based? (City/County): *

        Telephone number: *

        Preferred contact method: *PhoneEmail

        Other comments:

        Get the latest case study updates

        Please complete this form to receive our latest updates

          First name: *

          Surname: *

          Company: *

          Latest updates straight to your inbox
          Keep me updated with the latest success stories from Sky Media *
          No Opt-InUnconfirmed