Team GB today unveils its partnership with Yoplait Kids from General Mills ahead of the Tokyo 2020 Olympic Games, in 2021.
The three-year partnership will see Yoplait Kids, with its much-loved brands Petits Filous, Frubes and Wildlife, become the official yogurt of Team GB and further push its mission to help kids get the right daily nutrition to lead active, happy lives.
To showcase its collaboration, Yoplait Kids is launching a ‘Moments of Gold’ campaign to help motivate the next generation of athletes by introducing them to Team GB values and the possibilities of Team GB through fun and play. Yoplait Kids will encourage families to be active together and create moments of gold nourished by the nutrition and goodness of Yoplait yogurts.
The seven figure above the line campaign includes a mix of unmissable instore activations, on-pack promotions, social media activity with Team GB athletes, and a TVC due to hit screens from June.
Perfect for little athletes, Petits Filous is a natural source of calcium and vitamin D, providing children with delicious, tailored nutrition and the perfect healthy solution for any snacking occasion. Frubes, the ultimate portable snack for lunchboxes, contain no artificial sweeteners, use natural flavourings and are a source of protein, calcium, and vitamin D. Both well-loved brands are an excellent nutritional choice for parents wanting their children to pursue healthy and active lifestyles.
British Olympic Association CEO, Andy Anson, said: “This is a really exciting partnership for Team GB. The athletes of Team GB truly inspire our nation and today’s announcement with Yoplait extends our chance to engage with families up and down the country.
“As we slowly come out of lockdown, the ‘Moments of Gold’ campaign encourages families to be active together and we’re really excited to see it take shape and grow in the months leading up to the Tokyo Olympic Games.”
Joanna Goodman, Head of Marketing, Yogurt (Northern Europe) at General Mills, said: “Team GB’s mission is to ‘Unite & Inspire through the power of Olympic sport’ and we felt this was a perfect fit with Yoplait Kids. We have shared values around inspiring the next generation to get active and embrace the unifying joy of sport and play.
“With the renewed importance of uniting people in the ‘new normal’ world, we believe it’s a great opportunity to provide more moments where families, inspired by our amazing Team GB athletes, can be active together. Whether it’s those tentative first steps or a kick-flip in the skate-park, our ‘Moments of Gold’ campaign will inspire families to have fun and play games together, nourished by Yoplait. We’re incredibly proud and excited to be partnering with Team GB to get the nation moving.”
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About General Mills:
Founded in 1866, General Mills is a leading global food company that serves the world by making food people love. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2020 net sales of U.S. $17.6 billion.
General Mills UK is an award-winning employer that markets and distributes a number of much-loved consumer brands – including Häagen-Dazs, Old El Paso, Nature Valley, Green Giant, Betty Crocker, Fibre One and Jus-Rol pastry. Yoplait UK is an affiliate of General Mills and is responsible for major brands such as Petits Filous and Liberté.