After conducting consumer research to better connect with consumers and enhance the perception of Müller, the brand has launched a new advertising campaign centered around the rituals associated with consuming Müller products. This campaign aims to highlight the joy and satisfaction derived from enjoying Müller products.
The adverts showcase various scenarios, such as a school teacher contemplating whether she should indulge in her Müller Corner in front of her class, a family divided by the debate between cold and warm Müller Rice, and a TV news reader prioritizing the last drop of Frijj over his live countdown. These examples depict how the act of eating or drinking Müller products allows individuals to fully savor each moment.
In addition to the TV campaign airing for a duration of 17 weeks, it will also be supported by on-demand video, YouTube, and PR efforts. This multi-channel approach aims to maximize the reach and impact of the campaign.
Recognizing the importance of packaging in shaping consumer perception, Müller has unveiled plans to revamp its branded packaging, aiming for a more cohesive, distinctive, and easily identifiable design. Starting from September, all the branded yogurts, desserts, and drinks under the Müller umbrella, including popular products like Müller Corner, Müllerlight, Müller Rice, Müller Bliss, and Müller Frijj will feature the redesigned packaging.
The decision to refresh the packaging comes as a result of the significant growth experienced by Müller’s branded range. With a remarkable 8% increase in value sales year on year, the company intends to capitalize on this positive trend by leveraging the campaign and brand refresh to further drive growth within the category.
Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts, expressed his enthusiasm about the campaign, stating, “Müller has been a beloved dairy brand in the UK for over 30 years, and we take pride in that. The new campaign effectively showcases how individuals have uniquely personal rituals when it comes to savoring every bit of their Müller product.”
Bevans further emphasized Müller’s commitment to growth, saying, “We are thrilled to see positive category growth, with an 8% increase in value sales year on year. By redesigning our packaging, continuously expanding and optimizing our product portfolio to meet shopper demands, and running impactful marketing campaigns throughout the year, we are confident that we can continue to drive category growth and bring joy to the nation.”
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