Yazoo has launched its biggest ever ATL investment in a £6m marketing campaign.
Running until 1 July 2024, the campaign focuses on Yazoo’s new addition, the HFSS-compliant Thick N’ Creamy milkshake, which launched last September.
Airing on key national TV channels including ITV, ITV2, ITVBe, Sky Media and Channel 4, the creative will also be shown via targeted VoD and social media placements on TikTok and YouTube.
Brand manager at Yazoo, Ali Heal said: “As the number one traditional flavoured milk brand, we are perfectly placed to drive category growth through trend-led innovations and ATL investment. We’re going big in 2024 by doubling our media spend to raise awareness of our delicious new Thick n’ Creamy range, as well as continuing to support our existing core portfolio. Thick N’ Creamy offers an affordable indulgence that is an ideal treat at any time of day. We wanted to showcase our consumers’ passion for the thicker format through our creative, which in true Yazoo style, offers a playful twist on the traditional advert.
“Sales of flavoured milk peaks in the summer months, and whilst Yazoo already has a prompted awareness of 96%, we’re expecting to reach millions of milkshake lovers this year with our largest ever media investment. Retailers should ensure their shelves are stocked, and the chillers are filled to meet demand.”
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