Müller launches masterbrand multichannel campaign targeting lapsed buyers

Müller has launched its ‘masterbrand’ campaign. Targeting lapsed buyers, the campaign aims to boost brand awareness and to show that, 30 years after the brand arrived in the UK, showing that there is still a Müller for everyone.

The integrated campaign, created by VCCP London, features three films which each hero a different Müller product and a different eating ritual. ‘Teacher’, ‘Family Tradition’ and ‘The Drop’ all bring to life Müller’s new brand platform, ‘Love Every Bit’ devised using insight from consumer research which revealed that the thing people love most about Müller products are the little rituals they get to enjoy with every single one.

Teacher tells the story of a schoolteacher in the school lunchroom who has to lick the creamy yogurt from the lid of her Müller Corner, no matter the consequences.

The Family Tradition tells a true coming of age story focusing on a young boy who wants to break free from his family’s age old traditions of eating cold Müller Rice and enjoy his product warm.

Finally, The Drop tells the story of a newsreader who simply has to have his last drop of Müller FRijj.

The campaign is running until 19n November across TV, VOD, YouTube, with media planned and executed by EssenceMediacom.

“We’re excited to celebrate some of our most loved products in our new masterbrand campaign,” said Markéta Kristlová, Brand Equity Lead at Müller Yogurt & Desserts said. “We’re on a mission to remind the nation what makes Müller special, while introducing our products to a whole new audience. What better way than through heroing the eating rituals that our consumers have and letting them know they can eat our products in any way they want to enjoy every last bit.”