{"id":12580,"date":"2021-03-01T18:58:10","date_gmt":"2021-03-01T18:58:10","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=12580"},"modified":"2021-03-11T09:37:35","modified_gmt":"2021-03-11T09:37:35","slug":"muller-corner-peel-back-play","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-corner-peel-back-play","title":{"rendered":"M\u00fcller Corner \u2018Peel Back &amp; Play\u2019"},"content":{"rendered":"<div class=\"lazyblock-video-Z2jpAVH wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/518239554?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1bYT98 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">When it came to launching its latest spot for M\u00fcller Corner, the nation&#8217;s favourite yogurt<\/span><span style=\"font-weight: 400\">, M\u00fcller decided to challenge category conventions. Rather than just focusing on health benefits or indulgence, M\u00fcller instead dialled up the unique, sensorial enjoyment you get from eating a M\u00fcller Corner &#8211; inviting people to play with their food; expressed via the campaign idea; \u2018Peel Back &amp; Play\u2019.<\/span><\/p>\n<p><span style=\"font-weight: 400\">We created this TV and digital campaign to remind people just how fun and playful M\u00fcller Corner is. It simply brings little moments of pleasure to the everyday.<\/span><\/p>        \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          We wanted to create a campaign that highlights the uniquely fun and playful experience of eating a M\u00fcller Corner          <cite>Tony Hector, Group Creative Director, VCCP<\/cite>        <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">To bring the campaign to life, M\u00fcller partnered with brand ambassador: 200m World Champion, Britain\u2019s Fastest Woman, and 2021 Olympic Medal hopeful; Dina Asher-Smith. Dina embodies everything M\u00fcller stands for: health, kindness, confidence, excitement and positivity.<\/span><\/p>\n<p><b>Michael Inpong, Strategy and Marketing Director at M\u00fcller, said: <\/b><i><span style=\"font-weight: 400\">\u201cWe\u2019re the nation&#8217;s favourite yogurt brand because we add taste to life. Our core M\u00fcller Corner range epitomises this, having been a family favourite for over 30-years. Over the last year, people are eating at home more and looking for brands that they love and trust, and during this time, it\u2019s been vital to help support and uplift the nation. So that\u2019s why we are delighted to once again partner with our inspiring brand ambassador and World Champion, Dina Asher-Smith to bring out the fun, creative and playful elements we know are synonymous with our iconic range\u201d.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">This campaign is the 1st execution of three TV ads featuring Dina Asher-Smith this year to help excite and uplift the nation. Each campaign will hero a different M\u00fcller product.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-MsnVT wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM.png\" alt=\"A woman in a blue dress surrounded by giant chocolate and white chocolate covered balls\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/02\/Dina-Asher-Smith-2-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/02\/Dina-Asher-Smith-2-1.png\" alt=\"A woman in a blue dress surrounded by chocolate and white chocolate balls. text reads: peel back and play\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/02\/Dina-Asher-Smith-3.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/02\/Dina-Asher-Smith-3.png\" alt=\"An out of focus woman in a blue dress holding a Muller Corner yogurt to the screen\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":44,"template":"","class_list":["post-12580","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10108"],"client_id":"10247","hero_video":"","hero_image":{"ID":12681,"id":12681,"title":"Screen-Shot-2021-02-26-at-4.52.12-PM","filename":"Screen-Shot-2021-02-26-at-4.52.12-PM.png","filesize":3546352,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM.png","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-corner-peel-back-play\/attachment\/screen-shot-2021-02-26-at-4-52-12-pm-2","alt":"A woman in a blue dress surrounded by giant chocolate and white chocolate covered balls","author":"44","description":"","caption":"","name":"screen-shot-2021-02-26-at-4-52-12-pm-2","status":"inherit","uploaded_to":12580,"date":"2021-03-02 10:28:48","modified":"2021-06-07 12:39:42","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2046,"height":1238,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-300x182.png","medium-width":300,"medium-height":182,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-768x465.png","medium_large-width":640,"medium_large-height":388,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-1024x620.png","large-width":640,"large-height":388,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-1536x929.png","1536x1536-width":1536,"1536x1536-height":929,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM.png","2048x2048-width":2046,"2048x2048-height":1238,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-02-26-at-4.52.12-PM-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"M\u00fcller 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