Petits Filous has launched a new campaign that aims to reframe mischief as a force for good that can help kids go further in life.
‘Mischief Makes Us’ champions the fact that the French brand name ‘Petits Filous’ translates to ‘Little Rascals’.
A £2.5m media investment sees the brand reach more than four million of its target audience through a comprehensive marketing campaign that includes Petits Filous returning to screens with a new TV advert called ‘Trumpet’. The ad showcases young siblings getting up to some healthy mischief at their grandparents’ house.
The campaign runs across a range of channels and also includes digital and shopper activity. An influencer-led social media challenge called #MakeMischief encourages families to break the routine and share mischievous moments together with their kids. Celebrity influencer Adam Thomas and his kids are first to take part in the challenge, followed by other relevant influencers.
Lindsay Hill, Head of Marketing at Yoplait UK, said: “The hidden link between our brand name and the fun-filled translation ‘little rascals’ is the inspiration for our campaign.
“Studies show that children who are more mischievous when younger, are more likely to be successful when they are grown up. Our full 360-media approach will build awareness of the benefits of mischief and re-enforce Petits Filous as the go-to yoghurt for little rascals.”
