Petits Filous: How a little rascal grew up to rule the playground - IPA Effectiveness Awards Case Study 2006

Brief Description: A TV campaign for Petits Filous with functional product messages targeted at a niche audience, drove sales and created a brand with emotional depth and consumer loyalty. It has launched two new products under the new brand umbrella, and has outperformed its competitors as well as the category. TNS concluded that Petits Filous TV advertising achieved 10.3% uplift in volume against an FMCG grocery average of 5.2% and £5,159,000 in retail sales. In just three years, the brand has asserted itself to become category leader with a share of 22.7%, in the process growing by 82% to become a £51m brand ;---(TAGS)--- Full Title: Petits Filou : how a little rascal grew up to rule the playground ; Number: 2006/08 ; Brand Name: Petits Filou ; Client: Yoplait Dairy Crest ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: McCann Erickson ; Author: Michael Chapman ;