{"id":13270,"date":"2021-05-06T18:35:13","date_gmt":"2021-05-06T17:35:13","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13270"},"modified":"2021-05-21T15:50:56","modified_gmt":"2021-05-21T14:50:56","slug":"muller-inspires-the-nation-to-have-it-all","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-inspires-the-nation-to-have-it-all","title":{"rendered":"M\u00fcller inspires the nation to &#8216;Have It All&#8217;"},"content":{"rendered":"<div class=\"lazyblock-video-Z8BnAe 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:\/\/www.youtube.com\/embed\/51YQ9yDFeac?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZQ9nYV 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>Our latest work for M\u00fcllerlight &#8216;Have It All&#8217; marks a new strategic positioning for the nation&#8217;s best loved yogurt brand, by inspiring and empowering people to embrace their cravings.\u00a0<\/p>\n<p>M\u00fcllerlight commissioned a study into the Psychology of Weight Management which revealed that our relationship with food is deeply psychological and highlighted that indulging in our cravings is actually an integral part of weight management. Our new campaign seeks to carve out a new space for people who want to satisfy their desire for treats without feeling regret about it afterwards.\u00a0<\/p>\n<p>This new positioning continues to focus on ambassadors who are representatives of health and healthy living and so will see a continuation of M\u00fcller&#8217;s partnership with British Athletics. World Champion Heptathlete Katarina Johnson-Thompson as well as European Champion Laura Muir, whom are both on Team GB, will be at the front and centre of this campaign.\u00a0<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Michael Inpong, Strategy and Marketing Director at M\u00fcller Yogurt &amp; Desserts<\/b>: <em><span style=\"font-weight: 400\">\u201cM\u00fcllerlight is one of the nation\u2019s favourite yogurt brands because it offers flexibility &#8211; if people are craving indulgent flavours, they can do so guilt free. With this campaign we want to inspire people to live happy and healthy lifestyles whether you\u2019re a world-class athlete, or member of the general public, we\u2019re all human beings with needs and desires.\u201d<\/span><\/em><\/p>\n<p>With a big Summer for athletics only around the corner, M\u00fcller have started the next chapter of their longstanding support for British Athletics with a particular focus on female empowerment and diversity. This will culminate in July with the M\u00fcller Anniversary Games.\u00a0<\/p>\n<p>The &#8216;Have it All&#8217; campaign is set in a period drama setting, featuring actress Ruby Barker and the catchy soundtrack &#8220;Don&#8217;t Blink&#8221; by Goldens and co-written by <span style=\"font-weight: 400\">multi-platinum songwriters Fiona Bevan, Varren Wade and Grammy award-nominated Brian Kierful.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The creative will roll out across TV, VOD, online formats and will be supported by a social media and influencer campaign, in-store activations and a dedicated micro-site, which includes behind-the-scenes films. <\/span><span style=\"font-weight: 400\">M\u00fcller will also run a<\/span><span style=\"font-weight: 400\"> large product sampling campaign which will see 400,000 pots sampled throughout the summer months.<\/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-quote-full-width-Z24kfB2 wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        To help empower people to embrace their cravings and reinforce the idea of permissible indulgence, we created a glamorous, decadent M\u00fcllerlight world. Taking our athletes out of their usual clothing and putting them into luxurious period costume, we showed how with M\u00fcllerlight you can truly have it all \n        <cite>Tony Hector, Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z2jICQF 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 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latest campaign for Cadbury is on a mission to improve literacy in South Africa.","meta-description":"Our latest work for M\u00fcllerlight 'Have It All' marks a new strategic positioning for the nation's best loved yogurt brand, by inspiring and empowering people to embrace their cravings.\u00a0","social-media-image":false,"related_content_title":"You may also 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