Connecting with a new generation of parents

A nostalgic brand in a shrinking category

Petits Filous has long been a household name, stirring fond memories of childhood. However, in the past five years there has been a slow shift of consumers away from the children’s yoghurt category as shoppers have lost the understanding of the benefits of kids’ yoghurts. Instead of nutritious fortified yoghurts, parents have been turning to sugary snacks like biscuits or confectionery, or buying plain adult yoghurt.

Petits Filous needed to reassert its role for today’s parents, reconnect on a deeper emotional level, and bring them back into the category.

The power of mischief

The brand already had a spark of insight: children who are mischievous grow into more successful adults. But the challenge was to make this idea feel true, relevant, and uniquely Petits Filous.

Together with the Yoplait team, we got to the heart of it: parents can only let their kids be kids if they’re confident in their nutritional foundations. Fortified with calcium and vitamin D, Petits Filous gives parents that reassurance, freeing them to embrace the cheeky, curious, adventurous side of childhood.

This wasn’t about ‘naughty’ mischief. It was about the joyful, imaginative mischief that shapes memories and builds character. Or in the campaign’s words: Mischief Makes Us.

Celebrating little rascals

To bring the idea to life, we created a campaign that let parents do the imagining. Instead of showing children mid-mischief, we showed the aftermath, letting parents fill in the story with their own kids in mind.

The work was instantly and unmistakably Petits Filous, with colour, product, and brand assets woven throughout. Even the soundtrack was bespoke, embedding the brand name in the lyrics. And we opened the ad with the brand’s meaning: Petits Filous means ‘little rascals.’

Making mischief everywhere

The campaign naturally stretched across a whole range of channels. OOH and digital posters showcased our mischief makers in supermarkets and play centres. On social, we leaned into parenting humour, from mock “interrogation tapes” (“my sister did it!”) to playful ‘fib-o-meters’ polls and ‘guilty or not guilty’ memes.

We also launched internally, with “mischief boxes” for Yoplait employees to celebrate the new brand direction.

Connecting with Parents

The TV ad landed a 5.9 score on System1, the highest score possible, showing exceptional emotional engagement, lasting impact, and clear fluid branding.

Kantar Profiles tracking has also shown strong uplifts in key brand KPIs, with a 6% increase in total awareness versus pre-campaign, and a 4% increase in brand preference. The campaign generated a very positive reaction among parents, with 9 out of 10 liking or loving it, describing it as “fun,” “humorous,” “engaging,” and “giving them a happy feeling.”