Petits Filous has kicked-off its latest campaign, which tackles the issue of child development.
With a £3m media spend planned throughout 2018, the campaign starts with activity throughout January and February revealing the power of ‘Free Play’.
Free play is child-led play which helps build softer skills that cannot be taught such as creativity, imagination and spatial awareness.
The campaign is projected to reach over 22 million consumers, and includes TV, video-on-demand and Facebook adverts. A content partnership with Mother & Baby magazine features advertorials, mobile advertising and social media activity including a Facebook Live session to educate parents on the benefits of free play.
Richard Williams, Marketing Director for brand owner General Mills, said: “Petits Filous has been dedicated to child development in the UK for the past 30 years. The brand has now extended its focus from the functional benefits of its products (calcium and vitamin D for healthy bones) to the importance of Free Play for children’s development, with the aim of making positive changes in society.”