Petits Filous Captures Kids "Mugshots" After Mischief, in Debut Campaign by isobel

Apr. 29, 2025

Yoplait has teamed up with isobel, to launch a fun new campaign to promote its Petits Filous yoghurts. "Mugshots" uses a playful take on a "Usual Suspects" style police lineup room and features lovable ‘little rascals’ who’ve been caught getting up to all sorts of mischief. The campaign uses the end line ‘Mischief Makes Us’ and aims to encourage kids to be kids – supported by the goodness of Petits Filous which is fortified with Calcium and Vitamin D to help support healthy bones.

The campaign launches on the 28th of April in the UK across VOD, Online Video, OOH, social and at point of purchase in store.

Ewa Moxham, UK Head of Marketing at Yoplait, stated:

“Fortified with Calcium and Vitamin D, Petits Filous is formulated to support healthy bones so kids can get out there and be their most mischievous selves. We wanted a campaign that really illustrated our ‘Mischief Makes Us’ positioning and we love how simple and relatable the ‘Mugshots’ campaign is as well as how easy it’s been to translate across all our comms channels. Petits Filous means ‘little rascals’ and what better way to demonstrate that!”

 

Simon Findlater, Executive Creative Director at isobel, stated:

"Many parents will have experienced the moment of shock (and hilarity) when you catch your little rascals in the act of mischief. And mugshots felt like the perfect way to capture this while letting parents know that it’s ok, because Petits Filous has got their back. This one’s been a blast to work on, and honestly, who says don’t work with kids? They nailed it - and all made it out in one piece."

 

Media was planned by Mindshare.

Petits Filous appointed isobel as a brand partner earlier this year.