Yoplait UK hands Publicis ad account

Yoplait UK has ended its advertising relationship with McCann Erickson after over ten years, handing the account to Publicis.

It follows Dairy Crest’s decision to sell its 49% stake in Yoplait Dairy Crest to Yoplait for £63.5m in March this year.

Publicis is already an incumbent on the Yoplait business in other markets. The agency’s Paris office is now expected to take over the UK account.

It is understood that McCann Erickson, which has worked on the account for over ten years, will finish up at the end of the month.

The agency has worked on a number of major campaigns over the years, including the campaign starring the “little French girl” Marine for the Petits Filous brand (pictured); the Petits Frubes “Rip Their head off” campaign; and the Yop “Gimme Yop Me Mamma” TV ads.

Yoplait is expected to look to increase its media investment into TV advertising. It currently spends an estimated £5m a year on the Petit Filous brand and £2m on Petits Frubes.

One source close to the business says its focus in the UK has been the youth market, but it may soon look to launch new product ranges aimed at the adult sector which are already popular in France. They include the fromage frais dessert Perle De Lait and its Calin brand.

None of the parties were available for comment at time of writing.

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here