Press release -
Müller and Asda team up for game changing digital aisle takeover
Müller, Britain’s favourite dairy brand[1], has entered an innovative partnership with Asda to engage shoppers digitally instore and online, driving new category value. The year-long partnership includes digital instore take-overs, online activations and Müller static point of sale creative.
The move is in line with Müller’s strategy to add further inspiration to its core range of branded yogurts and desserts.
The digital partnership with Asda will drive category value and tap into increased demand for Müller Corner yogurts, building on a strong year which saw more sold during the first lockdown than in any period in the last three years[2].
Stores will see multiple screens above the yogurt aisle showing the latest Müller Corner TV advert. This content will be regularly updated to also feature core brands like Müllerlight and Müller Rice.
In addition, Asda Wakefield has larger screens and changing imagery which currently highlight the variety of Müller Corner variants available.
Seen in 35 stores across England, Scotland and Wales, the takeover launched at the end of November.
On www.asda.com, the partnership allows full page marketing takeovers and targeted shopper advertising. Performance will be analysed and then tweaked throughout 2021 to maximise potential.
A year-long static point of sale aisle takeover also went live across 233 Asda stores in England, Scotland and Wales in October. This includes Müller branded header boards, aisle fins and shelf stripping featuring Müller brand ambassadors Katarina Johnson-Thompson and Dina Asher-Smith.
Carol Hand, head of category at Müller Yogurt & Desserts said:
“Creating an impactful display at point of sale in UK retail is traditionally cardboard based. While this approach is cost effective, space is restricted, it can’t be edited and it’s increasingly hard to stand out from the crowd.
“Discussions started in January 2020 and by working closely to bring this to life, we have created a game changer in an area which has been in desperate need for innovation for years.
“Our digital fixture execution gives us the ability to constantly refresh the content, while linking back to our above the line marketing campaigns. It’s eye catching, attention grabbing and will inspire shoppers to explore what the entire category has to offer.
“When Müller grows, so does the category, so we’re confident this innovative partnership will drive overall category value. We look forward to continuing this partnership to maximise both impact and performance.”
[1] Brand Footprint – The British ranking of the most chosen dairy brands - https://kantar.turtl.co/story/british-dairy-brand-footprint/page/1
[2] Nielsen w/e April 18th 2020
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 24,000 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from 1,600 farmers in Britain.
Müller is ranked at No.12 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and it is also Britain’s most chosen dairy brand, picked from shelves more than 182 million times each year. Müller UK & Ireland comprises three business units:
Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Milk & More delivers daily essentials to more than 500,000 homes in England, via a network of 53 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.
Müller is an Official Supporter of British Athletics and Athletics Ireland and is a title partner for 12 world-class events throughout 2020, 2021 and 2022. Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
