Müller Yogurt & Desserts is targeting category growth with its biggest ever Müllerlight marketing campaign.
As the business continues to add inspiration to its core range of branded yogurts, the new multi-million pound Müllerlight marketing campaign reminds shoppers that with Müllerlight, they don’t have to suppress their cravings, they can have it all.
The Müllerlight range, which is available in various indulgent flavours, is thick and creamy tasting but is also fat free, 99kcal or less, contains 0% added sugar[1], and is high in protein.
A new television advert, which marks the first in a series of seven inter-connected new adverts, stars World Champion Heptathlete and Müllerlight brand ambassador, Katarina Johnson-Thompson.
To highlight the flexibility of Müllerlight, each advert will feature a different eating occasion that the product can fulfill. The first advert focuses on breakfast, with lunch, snack, late night treat and on-the-go to feature in future installments.
European Champion and Müller brand ambassador Laura Muir will also feature in the campaign.
The campaign launched on TV and online on May 3rd and heroes Müllerlight Smooth Toffee flavour yogurt, which is the brand’s bestselling single SKU.
The major marketing drive also includes a large product sampling campaign, which will see 400,000 pots sampled throughout the summer months. It will also feature on selected Müllerlight packs, on social media, influencer collaborations, in-store activations and via a designated micro-site, which includes behind-the-scenes films.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said:
“Müllerlight is one of the nation’s favourite yogurt brands because it offers guilt-free flexibility. It is fat free, contains 0% added sugar[2]and is high in protein, so if people are craving indulgent flavours at breakfast, lunch, dinner or as a snack, they can do so guilt free.
“Müllerlight shoppers can really have it all, and that’s the message we’re trying to land with this campaign.
“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. We have recently seen volume sales of Müllerlight up 6%[3], so we have reason to believe that we can 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.
“It is the most penetrated yogurt brand in the market[4], we have an established audience to engage with and our NPD continues to bring new shoppers to the brand[5], so we are confident and excited in our plans.”
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