Press release -
Müller Yogurt & Desserts launches masterbrand TV campaign and outlines plans to redesign packaging
Müller Yogurt & Desserts has unveiled a new multimillion pound masterbrand TV campaign as part of a major brand refresh.
Following consumer research which identified how the brand can resonate further with consumers and drive Müller reappraisal, the big-hearted adverts celebrate the unique rituals consumers have when eating and drinking Müller products.
From a school teacher debating whether she should lick the lid of her Müller Corner in front of the class, a family divided by the cold versus warm Müller Rice debate, to a TV news reader ignoring his live countdown while he finishes his last drop of FRijj, the campaign shows how eating and drinking Müller products help people to ‘love every bit’ of the moment.
The TV campaign will air for 17 weeks and will be supported by on-demand video, YouTube and PR.
The business has also revealed plans to redesign its branded packaging to make it more cohesive, distinctive and easy to find and buy.
From September, Müller will start to roll out new packaging designs across all of its branded yogurts, desserts and drinks products: Müller Corner, Müllerlight, Müller Rice, Müller Bliss and Müller FRijj.
The move follows recent positive growth in the dairy company’s branded range. The business has seen 8% value growth year on year[1]and plans to utilise the campaign and brand refresh to continue driving category growth.
Toby Bevans, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“It was over 30 years ago that Müller burst onto the UK scene and we’re proud to be the nation’s favourite dairy brand.
“Our new campaign brings to life everyone’s unique eating rituals and the extent to which they will go to to love every bit of their Müller product.
“We are delighted to see positive category growth, with our value sales up 8% year on year, and we are continuing to invest significantly in our brands.
“By redesigning our packaging, continually expanding and optimising our portfolio to meet shopper needs and creating impactful marketing campaigns that are visible all year round, we will drive category growth and help to put a smile on the nation’s face.”
[1]IRI 12we 17 June 2023
Topics
Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs over 32,000 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 1,300 farmers in Britain.
Müller is ranked within the top 20 in The Grocer’s Top 100 list of Britain’s Biggest Brands and is picked from shelves millions of times each year. Müller UK & Ireland includes:
Müller Milk & Ingredients which aims to be the partner of choice for its customers and produces branded and private label fresh milk, cream, butter and ingredients products. It boasts a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts which is the UK’s leading yogurt manufacturer which aims to create millions more Müller moments for its consumers. It is responsible for major brands like Müller Corner, Müllerlight, Müller Bliss, Müller Rice, FRijj and Müller Kefir Smoothie and produces chilled desserts under licence from Mondelez International. It also supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
Müller aims to add taste to life and inspire people to live happier and healthier lifestyles.
