At the height of the obesity debate, Yazoo milk asked us to help the brand promote a healthier image.
What we did?
We aligned Yazoo with a new nationwide tag rugby programme from the RFU. As headline sponsor and with ex England rugby player Mark Cueto and women’s player Sarah Hunter recruited as brand ambassadors, we took tag rugby and Yazoo around the country, encouraging children aged 5-11 years to get active.
Our activation included appearances at schools and local rugby clubs, including putting BBC Breakfast News presenter Mike Bushell through his paces. Coverage appeared across a range of national, regional and TV stations including Sky Sports News, The Independent, Daily Mail and BBC Sportsround.
Over 2,000,000 children in the UK received tag rugby training, as well as the donation of thousands of Yazoo bibs and rugby calls to schools.
The campaign achieved an ROI of 18:1 and Yazoo went on to be stocked in various schools and foodservice outlets, recognised as a healthier alternative to some other soft drinks.