Number 1 milkshake announces £4.5 million marketing campaign

December 2009 - How better to make the most natural milkshake drink than to fire a cow out of a cannon?

YAZOO, the UK's favourite milkshake brand, has this week unveiled a new heavyweight £4.5m advertising campaign.

WFCA has created the push, showing an ordinary day in the life of a YAZOO cow. You simply take milk and add some fun. Nothing more. In the TV spot, the brand takes one farmer; one cow and shoots them both out of a cannon, to allow for mid-air milking. And that's it - Milk Shaken Up.



The TV advert, which recently won Gold at the Fresh! Creative Awards, is leading the marketing campaign. The advert was piloted in Ireland throughout March 2009, and is now being rolled out across the UK during February 2010 as part of the brand's on-going mission to drive growth in the UK flavoured milk category.

The pure and clean nature of the countryside setting complements YAZOO's new healthier recipe credentials, and the unorthodox behaviour of the YAZOO cow highlights the brand's light-hearted qualities.

Supporting the TVC is a unique on-pack promotion offering consumers the chance to 'get a European flight on Yazoo' when they buy two bottles of 500g or a cluster pack of YAZOO. The offer will run from January until March 2010. YAZOO will also be investing in an outdoor campaign, trade advertising, experiential and in-store sampling.

In close cooperation with WFCA, Campina repositioned the YAZOO brand in 2008 to appeal to a much wider audience than before. The first phase was completed in November last year and encompassed the introduction of modern packaging and new recipe with real fruit juice and no artificial sweeteners. This second phase builds further upon the "Milk Shaken Up" campaign, strengthens the creative link and takes the idea on TV.

Marielle de Jong, Marketing Director for FrieslandCampina brands in the UK, comments: "The new TV advert should surprise and thrill our target audience. Not only is it reflective of the 'fun' side of milkshakes but it also supports our core brand messaging that YAZOO offers all the goodness of milk, is low in fat, and contains natural flavours and real fruit juice. We believe that this new ad, as well as the other components of our new campaign, will captivate consumers and provide retailers with another great opportunity to capitalise on the brand's popularity.

"This year YAZOO grew to an £85m brand and achieved a 42% volume share in the impulse channel - the flavoured milk category is one of the few drivers of growth in the otherwise static soft drinks market and our continued focus on quality and commitment to well placed marketing campaigns has strongly contributed to this success. Flavoured milk is growing fast and I would urge retailers to make room for milkshakes and take full advantage of this additional marketing support."



Key players involved in the making of the ad include:

Client: Marielle de Jong, Marketing Director, FrieslandCampina, Yazoo
Agency: WFCA Integrated Ltd
Creative Team: Mats Persson, Wayne Pashley
Creative Directors: Greg Phitidis, Wayne Pashley
Agency Planner Director: Nick Radley
Agency Producer: Emma Johnston
Agency Senior Account Manager: Symone Beard
Media planning / buying agency: WFCA Integrated Ltd
Media buyer: Martin Dewhirst
Production Company: The Bank
Director: Jonathan Dennis (C/o Serious Pictures.)
Producer: Hannah Bentley
Editor & Editing company: John McManus (C/o Marshall Street Editors.)
Post-production company: Nice Biscuits

For further information:
Keira Lloyd, New Business Director, WFCA: 01892 511085
Email Keira by Clicking Here