Müller wants you to ‘love every bit’ in major new TV campaign

Dessert brand Müller has released a new multimillion-pound TV brand campaign as part of a wider creative overhaul, calling on consumers to ‘love every bit’.

The ‘big-hearted’ creative aims to bring to life the ‘unique rituals’ that consumers have when eating and drinking Müller products, and forms part of a new strategy for the brand as its looks to develop a closer relationship with its customers.

Created by agency of record VCCP, the films will look to playfully remind viewers of the brand’s iconic cultural status within the UK market.

The three hero films will run for the next 17 weeks, supported by additional executions across video-on-demand, YouTube and PR.

“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. 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 the product,” said strategy and marketing director, Toby Bevans.

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“We are delighted to see positive category growth, with our value sales up 8% year on year, and we are continuing to invest significantly in our brands,” he continued.

“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.”

The campaign will kick-start an extensive creative re-design of the whole portfolio, which includes Müller Corner, Müllerlight, Müller Rice, Müller Bliss and Frijj, in a bid to make its packaging cohesive and noticeable.

VCCP creative directors, Colin McKean and Emma Houlston added: “It’s not every day you get the chance to start the next chapter in a proper, fabric-of-the-nation brand’s story. There’s so much affection for Müller’s iconic products and it’s been a revelation to discover the little eccentricities and rituals people have with them.

“We’re super proud of the work and hope everyone who appreciates a Müller yogurt, milkshake, or rice pudding, in whatever outlandish manner, really does love every bit.”