New frozen consumer campaign for Frubes

Frubes is launching its biggest-ever campaign.

Encouraging consumers to try freezing their Frubes, the campaign will be supported with three limited-edition packs, six-figure investment, summer sampling, media and social activity.

The Frubes limited edition Try Me Frozen packs are now available and clearly communicate the freezing opportunity.

A six-figure sum is supporting a new advertising creative themed around freezing Frubes and how they can be put into lunchboxes in the morning and defrosted by lunchtime – ensuring kids’ lunches are kept cool.

The new ad campaign will run across media and social and Frubes will be working with key.

Sampling will also be taking place, with a new freeze themed on-pack augmented reality game also available.

Ewa Moxham, head of marketing at Yoplait UK said: “We are the only yoghurt brand in a tube and the only one to offer the versatility of being able to freeze. We are confident that kids are going to love having one of their favourite snacks in a frozen format, especially as the weather starts to warm up. This is also a great way of minimising food waste and making our product last longer.

“We are putting some serious investment and support behind Frubes this summer and would encourage our retail partners to stock up and give great features to Frubes as we’re confident sales will fly.”