Dutch brand Chocomel is this week launching its first-ever UK TV ad campaign in order to raise greater brand awareness and increase market penetration.
Back by an ambitious £10 million spend, the hero film revolves around the FrieslandCampina-owned drink’s quality taste cues and distinctive brand identity – featuring a series of comic scenarios in which fans of the chocolaty treat will do just about anything to avoid sharing it.
Designed by Digital Natives, the campaign is expected to reach around 80% of UK adults and will be supported by an extensive digital plan across Facebook, Instagram, TikTok and YouTube.
“FrieslandCampina is one of our longest standing clients, so to be able to help them launch such a cult brand into the UK is hugely exciting and testament to the great relationship we’ve built,” Digital Natives co-founder, Alistair Fitch said.
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“The platform we’ve created – Sharing Not Required – really brings out the brand’s humour in a way we think the British public are going to love, and most importantly, will make them want to pick up a can next time they’re in store.”
The spot will also air on ITV, Sky and C4, VOD and YouTube throughout the spring and into summer alongside comprehensive in-store executions.
FrieslandCampina UK new product development marketing manager, Gabriella Sudall added: “For nearly 90 years, Chocomel has been a firm favourite in the Netherlands. Since launching in the UK in 2019, Chocomel has captured the imagination of UK shoppers with its great taste and vibrant branding.
“Currently, Chocomel is driving the growth of this category, growing 31% year-on-year and is worth £8m. Our latest investment ensures that Chocomel remains front of mind with those looking for a deliciously indulgent, premium drink. This is only the beginning of our big plans to turn the UK bright Chocomel yellow!”
