General Mills breaks Yop Fuels campaign
General Mills has begun a new campaign for its yogurt brand Yop. The campaign, called "Yop Fuels," was developed by Cossette. It is aimed primarily at teenagers and focuses on people who have accomplished physical feats and social change at a young age. It consists of two television commercials, accompanied by digital and mobile ads as well as social media activities and a website at <http://www.yopfuels.ca>. The first commercial features Alex Weber, founder of charitable fundraising organization Wheels for Wells. The second features Trinity Arsenault, the youngest person to swim across Lake Ontario, which she did to raise funds for charity.
"Teens today don't wait until they're older to make a difference, they're acting now," said Ruth-Anne Culliton, associate marketing manager at General Mills. "We are so inspired by their commitment to make change. The two Canadian teens that are the heroes of our campaign have accomplished unbelievable physical feats, while also driving social change."
As part of the promotion, General Mills will sponsor their philanthropic work. In addition, teenaged visitors to the website can apply for a $2,500 grant to conduct their own social change initiatives. Yop will also sponsor WeDay Toronto, an event aimed at young people seeking change in the world, on Oct. 1.