Yazoo pours £3m into launch campaign for new Yoghurt Smoothie

FrieslandCampina UK-owned milk drink Yazoo is set to launch a £3m integrated campaign tomorrow (1 November) to promote the first new dairy product from the brand for over 20 years.

The 'Unbelievably Smooth' campaign for the Yazoo Yoghurt Smoothie, created by Founded, includes TV, radio, social, PR and in-store shopper activation, and will kick off with the airing of the first TV ad break between The X Factor and The Jonathan Ross Show tomorrow night (1 November).

The campaign aims to highlight the new product's key ingredients, including vitamin B2, calcium and protein, and is focussed on a family narrative based around ‘tall tales’, while the TV ad combines real-life footage with animation.

As a new kind of smoothie, FrieslandCampina expects Yazoo Yogurt Smoothie to support incremental category growth of approximately 15 per cent over the next three years.

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