£10 million TV campaign launched for Chocomel

FrieslandCampina has launched a three-month promotional campaign for Chocomel, the UK’s fastest growing premium milk drink (IRI).

The activity kicks off with a TV advert designed to raise brand awareness and increase penetration under the banner, ‘Chocomel, Sharing Not Required’.

The £10 million campaign is the biggest TV investment in the category in years and is expected to reach 80% of UK adults eight times. It is being supported by a digital campaign across Facebook, Instagram, TikTok and Youtube.

Trade support includes promotional shippers and point-of-sale material, in depot takeovers, and additional digital and programmatic advertising on-site.

Gabriella Sudall, marketing manager NPD at FrieslandCampina UK, says: “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 £8 million (IRI); our latest investment ensures that Chocomel remains front of mind with those looking for a deliciously indulgent, premium drink”.

Chocomel is available in 250ml can and one-litre carton formats. Chocomel Plant-Based – a cashew nut and pea milk formulation created to offer the same chocolatey richness as the original – is also available.