Kids’ yoghurt and fromage brand Petits Filous, has unveiled a new campaign called Mischief Makes Us.

With more than a £2m investment from parent brand Yoplait, the supplier says that the new campaign seeks to “drive maximum engagement and awareness with parents, recruit new shoppers and reinforce the benefits of fortified kids’ yoghurts”.

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Live from 28 April until November, the campaign features children who have been caught in the act of mischief. It also emphasises the calcium and vitamin D fortification of the Petits Filous recipe, which is important for children to develop healthy bones.

Earlier this year, the brand introduced its reformulated recipes, ensuring its yoghurts are healthier, while appealing to children, by reducing sugar in its recipes from 9.3g of sugar to 8.9g, including naturally occurring sugar from lactose and fruit.

The campaign will be activated through video on demand, social media, online video, out-of-home advertising, a consumer PR campaign, influencer activity and shopper advertising in store.

Ewa Moxham, head of marketing at Yoplait said: “Petits Filous is one of the few brands in the kids’ yoghurt category that continually 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.”

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