YOPLAIT

Consumer

Highlighting the worryingly low level of calcium in UK kid’s diets with play on classic Got Milk campaign

Got yoghurt?!

We partnered Yoplait and Josie Gibson, in a campaign to highlight a dairy deficit in kid’s diets, recreating the iconic ‘Got Milk’ images from the 80s/90s – but now with children’s yoghurt

The telly star, 37 and her son, Reggie, five, were snapped sporting yoghurt moustaches, as part of a wider campaign to encourage parent’s to choose nutrient rich products like yoghurts as snacks for their kids, over high calorie items like crisps and biscuits.

The images, videos and interviews with Josie, came after a report revealed parents are more likely to give kids junk food over a source of calcium such as a yoghurt. Items such as biscuits and crisps are now the go-to ahead of a dairy-rich snack, meaning youngsters could face troubling health conditions such as rickets endured centuries ago as a result of nutrient deficiencies.

1.9B

Total Reach

70+

TOTAL PIECES OF MEDIA COVERAGE SECURED

13

PIECES OF national

media coverage

Pre-campaign 71% said they thought calcium & 35% thought of vitamin D as key benefits of kids yoghurt. Post campaign 92% of respondents agreed that kids’ yoghurts contain important nutrients such as calcium & vitamin D.

– Census Wide 2024

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