# Cheeky Childhood Yogurt Campaigns The Petit Filous 'Mischief Makes Us' Campaign Embraces Fun By Michael Hemsworth | Published 2025-04-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/petit-filous-mischief-makes-us References: [talkingretail](https://www.talkingretail.com/products-news/chilled/petits-filous-unveils-new-campaign-22-04-2025/) & [petitsfilous](https://www.petitsfilous.co.uk)  The [Petit Filous](https://www.trendhunter.com/trends/plantbased-dessert-jar) 'Mischief Makes Us' campaign from the [Yoplait](https://www.trendhunter.com/trends/petits-filous-vitamin-rich)-owned yogurt brand is a new marketing endeavor that embraces a fun, cheeky nature with kids that have been caught misbehaving. The campaign puts a series of children in the spotlight who have been getting naughty around the house by either putting on their parent's clothes and/or makeup or getting into the toiletries. The suspects are observed in front of a height chart holding up a plaque with their name as a fun, carefree take on the classic police station lineup. The campaign comes in a timely manner to coincide with the product lineup's reformulation in the UK where the amount of added sugar has been lowered. Head of Marketing at Yoplait Ewa Moxham spoke on the Petit Filous 'Mischief Makes Us' campaign saying, "[Petits Filous](https://www.trendhunter.com/trends/yoplait-petits-filous-and-frubes) is one of the few brands in the kids’ yoghurt category that continuously invests heavily in creative above the line marketing campaigns and we are confident that our new fun-fuelled campaign will really resonate with parents. We believe that mischief needs healthy bones, we have been fortifying our recipe for over 15 years, and our latest campaign injects emotion and relatable fun into the brand and the total kids’ yoghurt category.” ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 42% | Activity: 47% | Freshness: 39% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Fun-focused Branding:** Brands are increasingly integrating playful elements into their marketing strategies to create memorable consumer experiences and foster emotional connections. - **Health-conscious Reformulations:** Food brands are reformulating products to reduce sugar content while maintaining taste, highlighting a shift towards healthier offerings in the market. - **Visual Storytelling Campaigns:** The use of storytelling through visually engaging campaigns captures consumer attention across digital and physical spaces, allowing for greater narrative immersion. ### Industries Being Reshaped - **Childhood Nutrition:** The childhood nutrition industry is innovating by developing and marketing health-focused food products that appeal directly to both children and parents. - **Creative Advertising:** Creative agencies are tapping into emotive and engaging narratives to craft campaigns that stand out in the cluttered advertising landscape. - **Consumer Packaged Goods:** The consumer packaged goods sector sees opportunities in aligning product narratives with evolving consumer values around health and family experiences. ## Related on Trend Hunter - [Reduced Sugar Yogurt Products](https://www.trendhunter.com/trends/yoplait-petits-filous-and-frubes.md) - [Drinkable Vitamin-Packed Yogurts](https://www.trendhunter.com/trends/petits-filous-vitamin-rich.md) - [Kid-Focused Packaging Updates](https://www.trendhunter.com/trends/frubes-relaunch.md) - [Greek-Style Yogurt Pouches](https://www.trendhunter.com/trends/petits-filous-greek-style.md) - [Australian Yogurt Campaigns](https://www.trendhunter.com/trends/yoplait-1.md) - [Cheerful Healthy Snack Campaigns](https://www.trendhunter.com/trends/garden-veggie-snacks.md) - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Functional Flavorful Yogurt Pouches](https://www.trendhunter.com/trends/yoghurt-pouch.md) - [Peeling Cheese Packaging Billboards](https://www.trendhunter.com/trends/babybel-billboard.md)