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Muller: Family Tradition
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Over 30 years ago Müller burst onto the UK market, grabbing consumers by the spoon amidst an aisle of plain, simple flavours and identikit formats. Founded on a bold and disruptive spirit, Müller is still producing the UK's most loved dairy products today, albeit with a wider range, and within the context of a very different world. With the ambition of reminding the nation what made Müller the unique, loved brand they first fell in love with, Müller is today launching its new masterbrand campaign, showing that there is (still) a Müller for everyone. The integrated campaign, created by agency of record VCCP London, shows a return to greatness for the brand with a bold and distinctive creative, playfully reminding the nation of its iconic status. At the heart of the campaign, sit 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.
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