Southpaw has been appointed as the lead creative agency for Frubes, the nation’s most iconic yoghurt in a tube, following a pitch process led by Booster Consulting. The partnership marks Frubes’ intent to reclaim the playground, rooting itself back into kid-culture with a new long term brand platform and launch campaign.

With fierce competition for a spot in the lunch box, Southpaw’s brief is to make the brand mean more. The creative challenge centres on making Frubes the yoghurt that kids ask for, by tapping into their world in an authentic way, to become the un-swappable lunchbox yoghurt.

By leaning into the brand’s playful DNA, the upcoming work aims to spark imagination and prove that Frubes isn't just a snack, but a badge of autonomy for children. The goal is simple: ensure Frubes feels like a brand truly shaped by kids, with the reassurance of goodness for the parents.

Ewa Moxham, Marketing Director, Yoplait UK, says: "Frubes is a brand with a huge personality, and we needed a partner who could match that energy. Southpaw really got under the skin of what makes us a household favourite, but more importantly, how we could truly tap into kid-culture.

Claire Lambell, Managing Director atSouthpaw, says: Frubes is already famous, but in a brutally competitive lunchbox category, fame alone doesn’t win. The real opportunity is to move Frubes beyond shelf logic and back into playground logicby reconnecting it with the world kids actually care about.

Nick Elliot, Founder of Booster Consulting, adds: "This was a hard-fought pitch, but Southpaw’s ability to blend strategic rigour with a genuinely playful creative outlook made them the clear choice.

The first integrated paid campaign under this new partnership is set to launch later this year across various media touchpoints.