Yoplait has launched a new Petits Filous campaign to drive growth in the yoghurt category.

The £2.5m ‘Mischief makes us’ campaign highlights the fact that the name ‘Petits Filous’ translates to ‘little rascals’ and aims to show the positive effects of being mischievous.

Frubes launches digital and TV ad campaign aimed at schoolkid snacking occasion

It includes a new TV advert that is currently running until 9 May across ITV, Channel 4 and Sky channels.

There will also be digital and shopper marketing and an influencer-led social media challenge called #MakeMischief.

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