Müller launches TV campaign, plans redesign

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 could resonate further with consumers and drive Müller reappraisal, the "big-hearted" adverts celebrate the 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 eight per cent value growth year on year and plans to utilise the campaign and brand refresh to continue driving category growth.

“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," said said Toby Bevans, Strategy and Marketing Director at Müller Yogurt & Desserts. “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 eight per cent 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.”