YAZOO, the UK’s number one traditional flavoured milk brand, is back on screens after nearly 10 years, in a £2million broadcast sponsorship deal with new spin-off series Young Sheldon.

The advert features the tasty drink in several different consumption occasions; on the go, at home and as an accompaniment to work and revision. It will air at the beginning of each show on E4, throughout the day on repeats and online through Channel 4 online. Tapping into the show’s 16-35-year-old audience, YAZOO is targeting young impulse buyers through the campaign, which runs until the end of August.

Already a household name, YAZOO maintains an incredibly strong brand perception; penetration numbers are at 12.9%. With television viewing levels higher than at Christmas time, and Channel 4 reporting its audience has ‘doubled’ in recent weeks, retailers can expect an uplift in sales of brands opting to go ahead with scheduled TVC campaigns during this time.

The brand is constantly working to firmly embed itself into more drinking occasions, such as the Big Night In. Here YAZOO’s one litre bottles are ideal (growing ahead of the market rate at +31% YOY[1]) for retailers currently tapping into this trend as people look to discover new treat options for staying in.

Gabriella Sudall, Brand Manager at YAZOO, said: “We’re really excited about having YAZOO back on tv. We wanted to make sure our first venture back on screens would be as impactful as possible, so joining forces with Young Sheldon made total sense for us because their viewers are our key demographic.”

“The new partnership allows us to reach one of our primary audiences in an authentic way that feels true to our brand, that way we’re keeping YAZOO front of mind with shoppers and being really visible to consumers we know engage with us the most.”

YAZOO has worked in conjunction with agencies Digital Natives on creative and production and Wavemaker on media planning and buying. The six-month partnership will also see YAZOO sponsor reruns of E4’s original show The Big Bang Theory on linear TV and All4.

[1] IRI Infoscan, Total Market, 52 w/e 4/1/20

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