Müller kicks off the year with new Müllerlight campaign

Müller Yogurt & Desserts has unveiled a new Müllerlight campaign, positioning the product’s array of flavours as a great way to ‘brighten up the coldest and darkest months of the year’.

The yoghurt brand intends to use this category growth campaign to drive growth within the health yoghurt segment and highlight Müllerlight as its most-penetrated brand.

Each marketing execution will feature different flavours with individual messaging, with the first artwork encouraging consumers to “grab January by the spoon” and to “lighten up those wintry nights”.

Available in various ‘indulgent’ flavours, the Müllerlight range is hailed as thick and creamy tasting while also being fat-free. The range products also have 99kcal or less, contain 0% added sugar, and are high in protein.

The campaign will roll out via print, out-of-home (OOH), point-of-sale, radio and PR platforms.

Subscribe to Marketing Beat for FREE

Sign up here to get the latest marketing news sent straight to your inbox each morning

The news comes months after the brand enlisted Declan Rice as its official brand ambassador, unveiling a multi-million pound Müller Rice campaign.

“We know Müllerlight is one of the nation’s favourite yogurt brands, and our category research has shown us that consumers love it for the variety of indulgent flavours, as well as the enjoyment which comes with a fat-free, high in protein yogurt with no added sugar,” Müller Yogurt & Desserts strategy and marketing director, Toby Bevans, said.

“This iconic product is versatile and has great potential for growth by broadening the appeal to a variety of both new and existing audiences. We believe we can grow the health segment, encouraging consumers to brighten up the gloomiest months by indulging in a tasty range of Müllerlight flavours.

“We want to bring a new level of excitement for our much-loved core range of branded yogurt and desserts, and we hope to do exactly that with this new campaign.”