Müller and Myprotein show that teamwork makes the dreamwork
We have launched ‘Together Hits Different’ - our new integrated campaign for Müller and Myprotein celebrating a partnership that continues to shake up the protein-enriched dairy category.
Since joining forces in September 2024, the collaboration has become the biggest growth driver across Müller’s portfolio, generating £26 million in RSV in its first full year. As the biggest brand launch in the category over the last five years, this latest push brings fresh marketing investment to make protein nutrition feel less intimidating, more accessible, and a lot more playful.
To mark the launch of the new Mixers range, VCCP Blue led the creative, while our content creation Girl&Bear Studios brought the core film to life.
Rather than portraying nutrition as a solo, functional task, the campaign centers on connection and teamwork. Directed by comedy director Price James, the hero 60-second film captures influencers GK Barry and Paul Olima tackling a blindfolded assault course together, trusting one another through every crawl, climb, and zipline to show how, like nutrition, true collaboration creates the best results. The campaign is running across online video, social, and digital platforms.
Activation agency Curious Panda also developed 'The Mixers Cup' football tournament - a rotating-pitch experience bringing together influencers and grassroots players - while Coolr spearheaded social content and EssenceMediacom handled media planning and buying.
"‘Together Hits Different’ is a campaign that celebrates the collaborative, joyful moments that make the Müller and Myprotein partnership a true category disruptor. We’re positioning nutrition as a social celebration that champions connection, emphasising teamwork and putting a smile on the nation’s face. It’s about encouraging everyone to enjoy their nutrition journey together."
Vicky Morgan, Health Lead at Müller
"When you pair the iconic taste of Müller with the performance of Myprotein, the creative execution has to reflect that same partnership. By throwing GK Barry and Paul Olima into a challenging, blindfolded assault course, we managed to capture genuine, unscripted human connection… watching them go from total strangers to absolute teammates. The socially-native style of camera work allowed us to bring the audience right into the middle of the fun."
Emma Houlston, Creative Director at VCCP Blue