Yoplait

Squeezing out some serious results for Yoplait’s Frubes: +4.4m video views

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The background

From a back-to-school treasure hunt that took over social feeds and streaming platforms, to Flight Academy, an interactive character-collecting game that bridged the gap between pack and screen, we’ve proven how a playful digital strategy, paired with bold, creative content, can squeeze out big results.

Here’s how we’ve turned everyday snack moments into unforgettable, shareable adventures.

What we delivered

Let’s talk results

  • +4.4m Video views
  • +2.5m Meta impressions & engagements
  • 129k Game plays
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Frubes Golden Ticket: Owning the back-to-school moment with +4.4m video views

Back-to-school season is a whirlwind for families and brands alike. But Frubes wanted to do more than capture attention, they wanted to bring a sense of adventure to the lunchbox aisle. Enter the Golden Ticket promotion, offering one lucky family a £5,000 prize and everyone else a chance to play along.

We brought the buzz with a four-week social strategy, rolling out reactive short-form videos, tapping into trending formats like CapCut content on TikTok, and encouraging parents and kids to join the fun with user-generated content.

As the campaign picked up pace, we fine-tuned the content weekly to capitalise on what was landing best. And because we know snack time and streaming time go hand in hand, we extended the message video on-demand (VOD) and overlay placements (OLV) across mainstream channels like ITV and Channel 4, making sure kids and parents caught the action wherever they tuned in.

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Frubes Japan: Eye-catching creative inspires +2.5m Meta impressions and engagements

A lunchbox yoghurt that could win you a family trip to Tokyo? Now that’s a prize.

This on-pack promotion took inspiration from the neon buzz of Shibuya, with bold visuals and playful animations that jumped off the screen. Bright colours, fast cuts, and a sense of motion brought it to life in a way that was impossible to ignore.

We combined this standout creative with the proven channel mix of social content and VOD placements, cutting through busy social feeds and making a splash on platforms like Disney+.

While the visuals captured attention, parent and lifestyle influencers made the campaign relatable. Sharing lunchbox moments, school runs and snack breaks, they helped balance the bold with the familiar, making it easy for families to get involved.

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Frubes Flight Academy: Taking family engagement sky-high with 129k gameplays

Who says yoghurt tubes can’t fly? Frubes Flight Academy turned snack time into a gamified, character-collecting adventure that linked pack with screen.

Here’s how it worked: Families grabbed limited-edition Frubes packs, scanned the on-pack QR code to unlock the game, and discovered they could scan individual tubes too - each revealing one of 24 unique, playable characters.

With different abilities and gameplay styles, collecting them all became part of the challenge, driving repeat plays and deeper engagement.

With a close collaboration between our digital design, development, and activation teams, we crafted every pixel of the experience, from game mechanics to motion, character design, social assets, and paid ads that got the campaign soaring.

It’s still in full swing, but early results show sky-high engagement and a growing community of players, proving that snack time can be both rewarding and fun.

“Engage has helped us connect with new audiences, and re-energise the Frubes brand, delivering meaningful results across every campaign.”

Vandu Patel, Yoplait Marketing Manager

Snackable, shareable, unforgettable

Three campaigns. Countless playful moments. Whether levelling up lunchboxes or lighting up social feeds, we’re helping Frubes stay front of mind (and centre of fridge), all year round.