Müller has launched a multimillion-pound TV campaign to highlight Müllerlight’s health and taste credentials.
The push was Müllerlight’s “biggest ever” said the dairy giant. Its aim is to convince shoppers they can “have it all” thanks to the yoghurt’s combination of low calories, high protein and indulgent flavours.
It features Team GB athletes Katarina Johnson-Thompson, Laura Muir and Hannah Cockroft – all of whom are set to feature in this summer’s Olympic and Paralympic Games.
The trio will appear in seven interconnected TV ads showcasing different yoghurt-eating occasions, such as breakfast and snacking, as well as championing Smooth Toffee, Müllerlight’s bestselling single SKU.
The campaign, which began on Monday (3 May), will also feature activity across social media via advertising and influencers, while product sampling is planned for the summer.
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Müller was confident it could “stabilise, shake up and then grow the diet and low-fat market – especially when we factor in our biggest-ever marketing campaign and an exciting NPD and limited editions pipeline,” said Michael Inpong, strategy & marketing director at Müller Yogurt & Desserts.
“It may be a competitive category, but this is an iconic product and we see potential for growth by broadening the appeal to new audiences and eating occasions. It is the most penetrated yoghurt brand in the market, we have an established audience to engage with and our NPD continues to bring new shoppers to the brand, so we are confident and excited in our plans.”
The campaign is the latest athletics-themed activity from Müller. The dairy giant teamed up with sprinter Dina Asher-Smith for a new Müller Corner Creations product and TV ad in March.
It comes after Müllerlight last year shed £12m across grocery as unit sales fell by 15.6% [Nielsen 52 w/e 26 December 2020].
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