With the Tokyo 2020 Olympic Games just around the corner, Yoplait Kids from General Mills is expected to reach 8.2 million target consumers this summer with an investment of £2.4million as part of its Team GB partnership.
Under the ‘Moments of Gold’ campaign umbrella, Yoplait are proudly unveiling six Team GB star-studded ambassadors who embody the magnitude of their largest ever marketing project. The never-before-seen talent roster includes double Olympic rowing champion Helen Glover MBE and the 12 year old skateboarding sensation, Sky Brown.
The full line-up of ambassadors includes two-time overall bouldering world title winner Shauna Coxsey MBE (sport climbing), reigning World Champion Jordan Thomas (karate), Rio 2016 bronze medallist Chris Langridge (badminton) and Davis Cup winning Men’s Head Coach Leon Smith OBE (tennis), as well as Glover and Brown who is Team GB’s youngest summer Olympian.
The campaign, delivered by creative agency Space, will encourage families to be active together and create ‘moments of gold alongside Yoplait Kids’, inspired by their line-up of generation-defining ambassadors. The collaboration will also provide a unique opportunity to peek behind the curtain of Team GB’s latest cohort, including athletes from three sports making their debut at Tokyo 2020.
‘Moments of Gold’ will see the six Team GB ambassadors, some alongside their own children, motivate families to participate in fun sporting style challenges as part of video-led social media content plan across Facebook, Instagram, Twitter and TikTok.
Tokyo 2020 will see the introduction of skateboarding for the first time and Yoplait have joined forces with one of the most in-demand Olympic newcomers in Sky Brown, who said: “I’m excited to be working with Yoplait Kids yogurts and join them on their mission to help kids get the right daily nutrition to lead active, happy lives. Frubes are a personal favourite of mine! They’re a great source of protein, calcium, and vitamin D – ideal for when I’m training.”
Speaking from the Yoplait set, London 2012 and Rio 2016 gold medal winning rower, Helen Glover, said: “I’m so thrilled to come together with Yoplait on the ‘Moments of Gold’ campaign. As a Team GB athlete, their mission to inspire and unite families through fun and play with Olympic values this summer perfectly resonates with me. But more importantly, as a mother of three, I know how important it is to celebrate ‘moments of gold’ milestones with little ones, so this campaign is really close to my heart not to mention Petit Filous yogurts are an absolute favourite with the kids in our household.”
There is also a bespoke on-pack promotion as part of Yoplait’s alliance with Team GB as the Official Yogurt Partner. Prizes consist of money-can’t-buy experiences, including the chance for a VIP meet and greet with either Helen Glover or Shauna Coxsey. There will also be thousands of runner-up prizes such as vouchers for kids bikes and Team GB merchandise.
Joanna Goodman, Head of Marketing, Yogurt (Northern Europe) at General Mills, said: “We continue to be immensely proud of partnering with Team GB and bringing together the nation’s favourite sports team with the nation’s favourite kids yogurt brands to inspire families up and down the country to get active.
“This seven-figure investment is our biggest investment to date, and it excitingly includes Yoplait Kids as the first branded supplier of YouTube Shorts. We look forward to seeing it go live this summer as this nation comes together to support Team GB.”
Sean Kelly, Associate Director Space, said: “The partnership between Yoplait and Team GB created a brilliant creative opportunity. Through our ‘Moments of Gold’ campaign we have been able to create a campaign bursting with the energy of Petits Filous and the cheekiness of Frubes. We hope this will give young families a light-hearted and fun take on the Tokyo 2020 Olympic Games, getting them active in lounges and gardens up and down the country.
“It has been an incredibly collaborative effort between Yoplait, Space, Team GB and our Team GB ambassadors. We can’t wait to cheer them on at the Tokyo 2020 Olympic Games!”