{"id":16951,"date":"2023-07-17T11:45:16","date_gmt":"2023-07-17T10:45:16","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16951"},"modified":"2025-12-05T12:13:18","modified_gmt":"2025-12-05T12:13:18","slug":"love-every-bit","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/love-every-bit","title":{"rendered":"Love Every Bit"},"content":{"rendered":"<div class=\"lazyblock-video-Z1YxWi3 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\/845059359?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-1NJ7Ku 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>Over 30 years ago M\u00fcller 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, M\u00fcller is still producing the Nation&#8217;s most loved dairy products today, albeit with a wider range, and within the context of a very different world.<\/p>\n<p>With the ambition of reminding the nation what made M\u00fcller the unique, loved brand they first fell in love with, M\u00fcller is today launching its new masterbrand campaign, showing that there is (still) a M\u00fcller for everyone. \u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n<p>The integrated campaign, created by agency of record <strong>VCCP London<\/strong>, 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 M\u00fcller product and a different eating ritual.<\/p>\n<p>\u2018Teacher\u2019, \u2018Family Tradition\u2019 and \u2018The Drop\u2019 all bring to life M\u00fcller\u2019s new brand platform, \u2018<em>Love Every Bit<\/em>\u2019 devised using insight from consumer research which revealed that the thing people love most about M\u00fcller products are the little rituals they get to enjoy with every single one.<\/p>\n<p><em>\u2018Teacher\u2019 <\/em>tells the story of a schoolteacher in the school lunchroom who has to lick the creamy yogurt from the lid of her M\u00fcller Corner, no matter the consequences.<\/p>\n<p>The \u2018<em>Family Tradition<\/em>\u2019, tells a true coming of age story focusing on a young boy who wants to break free from his family\u2019s age old traditions of eating cold M\u00fcller Rice and enjoy his product warm.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Finally, \u2018The Drop\u2019 tells the story of a newsreader who simply has to have his last drop of M\u00fcller FRijj.<\/p>\n<p><strong>Mark\u00e9ta Kristlov\u00e1,<\/strong> <strong>Brand Equity Lead at M\u00fcller Yogurt &amp; Desserts<\/strong> said: \u201cWe\u2019re excited to celebrate some of our most loved products in our new masterbrand campaign. We\u2019re on a mission to remind the nation what makes M\u00fcller special while introducing our products to a whole new audience. What better way than through heroing the eating rituals that our consumers have and letting them know they can eat our products in any way they want to enjoy every last bit.\u201d<\/p>\n<p><strong>Colin McKean and Emma Houlston, Creative Directors at VCCP London, <\/strong>added<strong>: \u201c<\/strong>It&#8217;s not every day you get the chance to start the next chapter in a proper, fabric-of-the-nation brand&#8217;s story. There&#8217;s so much affection for M\u00fcller&#8217;s iconic products and it&#8217;s been a revelation to discover the little eccentricities and rituals people have with them. We&#8217;re super proud of the work and hope everyone who appreciates a M\u00fcller yogurt, milkshake, or rice pudding, in whatever outlandish manner, really does love every bit.\u201d<\/p>\n<p>Targeting lapsed buyers, the campaign aims to boost brand awareness and to remind consumers of its role as a fabric of the nation brand.<\/p>\n<p><em>\u201cLove Every Bit\u201d<\/em> will run from today until 19th November across TV, VOD, YouTube. Media has been planned and executed by EssenceMediacom.<\/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-video-ZCkpHV 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\/845057365?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-video-2kFMRn 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\/845331103?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-quote-full-width-2oKpzg 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        It&#8217;s not every day you get the chance to start the next chapter in a proper, fabric-of-the-nation brand&#8217;s story. There&#8217;s so much affection for M\u00fcller&#8217;s iconic products and it&#8217;s been a revelation to discover the little eccentricities and rituals people have with them \n        <cite>Colin McKean and Emma Houlston<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z1jRwNR 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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data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/Muller_Still_6.png\" alt=\"\" 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\/2023\/07\/Muller_Still_7.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/Muller_Still_7.png\" alt=\"\" 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      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<\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16951","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"10247","capability_ids":["988","20577"],"hero_video":"","hero_image":{"ID":16964,"id":16964,"title":"VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110","filename":"VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110.png","filesize":2605042,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110.png","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/love-every-bit\/attachment\/vcc-muco480-030_muller_licksalot_30sec_16x9_2023-07-110","alt":"","author":"61","description":"","caption":"","name":"vcc-muco480-030_muller_licksalot_30sec_16x9_2023-07-110","status":"inherit","uploaded_to":16951,"date":"2023-07-17 14:25:40","modified":"2023-07-17 14:25:40","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"M\u00fcller inspires the nation to \u201cLove Every Bit\u201d","meta-description":"New masterbrand campaign reveals the rituals fans have when enjoying M\u00fcller brands","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/VCC-MUCO480-030_Muller_LicksAlot_30sec_16x9_2023-07-110-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15660,"post_author":"61","post_date":"2022-11-16 09:07:56","post_date_gmt":"2022-11-16 09:07:56","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"771244258\",\"blockId\":\"1MvuQM\",\"blockUniqueClass\":\"lazyblock-video-1MvuQM\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eLooking ahead to the winter of football about to kick off, the well-loved dairy brand, M\u00fcller, today launches \\u003cstrong\\u003e\u2018Full On\u2019\\u003c\/strong\\u003e, the brand\u2019s first M\u00fcller Rice advertising campaign in five years. Inspired by the iconic 90\u2019s song by Vanilla Ice, M\u00fcller Rice has teamed up with footballer, Declan Rice, and together will be re-working the anthem and raising awareness for the nation\u2019s much-loved rice pudding and repositioning it as the perfect on the go snack for busy young men and women looking to get the most out of their days.\\u003c\/p\\u003e\\n\\u003cp\\u003eTo bring their brand promise to life, M\u00fcller has engaged one of the highest profile sportsmen, \\u003cstrong\\u003eDeclan Rice\\u003c\/strong\\u003e, as its brand ambassador. Declan is renowned as a playful, energetic and spirited part of every team he plays for, so who better to represent M\u00fcller Rice as the tasty snack that packs a punch?\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will roll out across multiple formats including DOOH, radio and social media platforms: Instagram, Facebook, Twitter and TikTok for a period of five weeks. At the heart of the campaign, sits the newly adapted \u2018Rice, Rice Baby\u2019 track starring Declan Rice. The Radio execution builds on current day football fan culture, and opens with Declan interrupting the original \u2018Ice, Ice Baby\u2019 track with his own \u2018Rice, Rice Baby\u2019 version, as he soon rallies a chorus of fans who join him. Similarly, the OOH execution features Declan singing into a large megaphone against a backdrop of bold text reading \u2018Rice, Rice Baby\u2019.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs part of the campaign, M\u00fcller has partnered with LADBible and dedicated social content will roll out across LADbible channels, whilst M\u00fcller and VCCP channels will also feature behind the scenes work.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cstrong\\u003eJustin Cook, Chief Executive Officer of M\u00fcller Yogurt \\u0026amp; Desserts\\u003c\/strong\\u003e, said: \\u003cem\\u003e\u201cWe are delighted to partner with Declan Rice on this new campaign, the first for the Rice brand in a number of years. There is a huge opportunity for growth with M\u00fcller Rice and we want to evolve the brand and show consumers that it is a delicious, low-fat snack when you\u2019re hungry. By working with Declan, we hope to engage with new audiences and bring the enjoyment of M\u00fcller Rice to those looking for a quick, tasty on-the-go snack. \\u003c\/em\\u003e\\u003cem\\u003e\u00a0\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u201cThis fun and energetic campaign with Declan is the perfect way to kick off the exciting plans we have in place for the brand, and we can\u2019t wait to see the results.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eCliff Hall, Chief Executive Officer, VCCP Blue \\u003c\/strong\\u003eadded: \\u003cem\\u003e\\u0022We are really pleased to create this new campaign for M\u00fcller Rice, with a fantastic partnership with one of the country's best footballers, West Ham and England's Declan Rice, it shines a light on the role of the brand to provide uplifting moments whilst fuelling the nation\\u0022\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eM\u00fcller worked with UK agencies of record \\u003cstrong\\u003eVCCP London \\u003c\/strong\\u003eand \\u003cstrong\\u003eMediaCom UK\\u003c\/strong\\u003e to partner with \\u003cstrong\\u003eLadBible \\u003c\/strong\\u003eto bring \\u003cem\\u003eFull On \\u003c\/em\\u003eto life.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003eM\u00fcller Rice: Full On \\u003c\/em\\u003eis live from today and will run until 18th December across OOH, Radio, Instagram, Facebook, Twitter and TikTok. Media has been planned and executed by MediaCom UK.\\u003c\/p\\u003e\",\"blockId\":\"14ACz1\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-14ACz1\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We are really pleased to create this new campaign for M\u00fcller Rice, with a fantastic partnership with one of the country's best footballers, West Ham and England's Declan Rice, it shines a light on the role of the brand to provide uplifting moments whilst fuelling the nation\",\"quotee\":\"Cliff Hall, Chief Executive Officer, VCCP Blue\",\"blockId\":\"Z1YyhMS\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1YyhMS\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"771247223\",\"blockId\":\"sqIml\",\"blockUniqueClass\":\"lazyblock-video-sqIml\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15670,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/11\/Muller-Rice_-Declan-Rice-Megaphone-4-576x1024.jpg\" alt=\"\" class=\"wp-image-15670\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"Full On","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"full-on","to_ping":"","pinged":"","post_modified":"2022-11-16 09:42:21","post_modified_gmt":"2022-11-16 09:42:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15660","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14116,"post_author":"57","post_date":"2021-10-06 18:27:32","post_date_gmt":"2021-10-06 17:27:32","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eM\\u00fcller\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e are launching the latest integrated campaign to support the new M\\u00fcller Kefir Smoothie range which launched earlier this year. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018The tasty way to liven up your day\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is a multi-million pound marketing campaign starring world champion sprinter and brand ambassador Dina Asher-Smith designed to inject vibrance and youth into the kefir category. The integrated campaign will roll out across TV, Social, PR, in-store and product sampling.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eM\\u00fcller, the nation\\u2019s favourite yogurt brand, aims to shake up the kefir market by encouraging consumers to change the way they view kefir. The 20\\u201d film titled \\u003ci\\u003e\\u2018The tasty way to liven up your day\\u2019 \\u003c\\\/i\\u003eis designed to inspire people to live happier, healthier lives whilst challenging the misconception that kefir products fall short on taste. To help bring this to life, the live action shots integrate with fresh, vibrant and arresting food visuals, designed to bring to life the delicious health and taste benefits found within the new M\\u00fcller Kefir Smoothie range.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eShowing consumers that the new M\\u00fcller Kefir Smoothie is \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe tasty way to liven up your day\\u2019, \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe integrated campaign positions the product as a delicious pick-me-up. The M\\u00fcller Kefir Smoothie is the latest addition to the M\\u00fcller portfolio - a kefir product that has all the taste of a delicious fruit smoothie.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eM\\u00fcller believes that beyond health, food should be a great source of pleasure and add taste to life. To bring the new product to life, the campaign is fronted by Britain\\u2019s Fastest Woman, 200m World Champion, 2021 Olympic bronze medal winner and M\\u00fcller brand ambassador: Dina Asher-Smith. Dina embodies everything M\\u00fcller stands for: health, confidence, high energy and positivity. M\\u00fcller offers consumers a new way to consume kefir, with added gut health benefits, whilst appealing to a new, younger audience.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMichael Inpong, Strategy and Marketing Director at M\\u00fcller Yogurt \\u0026amp; Desserts said: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cOur customers know that M\\u00fcller products are guaranteed to taste great. So, when entering the kefir category, where the choice and flavours were limited - it was important to make sure our campaign brought to life how delicious and exciting our offering is. The spot shows how we\\u2019re adding our unique flavour of taste, as well as fun to the category\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eTony Hector, Group Creative Director at VCCP London, added: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cIt was great to work with M\\u00fcller ambassador Dina Asher-Smith again to bring this campaign to life. Kefir was a category in need of an injection of fun and Dina\\u2019s infectious energy and positivity really embodies our product and the concept of the tasty way to liven up your day\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018The tasty way to liven up your day' \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill run across TV, Social, PR, in-store promotions and product sampling from 1st October for 2-months. Media has been planned and executed by MediaCom.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"It was great to work with M\\u00fcller ambassador Dina Asher-Smith again to bring this campaign to life.\",\"quotee\":\"Tony Hector, Group Creative Director at VCCP London\",\"blockId\":\"1Pnj9y\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1Pnj9y\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"YuymaE24Lxo\",\"blockId\":\"Zdp4jJ\",\"blockUniqueClass\":\"lazyblock-video-Zdp4jJ\"} \/-->","post_title":"M\u00fcller Kefir Smoothie 'The tasty way to liven up your day'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"muller-the-tasty-way-to-liven-up-your-day","to_ping":"","pinged":"","post_modified":"2021-10-07 09:19:07","post_modified_gmt":"2021-10-07 08:19:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14116","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":12580,"post_author":"44","post_date":"2021-03-01 18:58:10","post_date_gmt":"2021-03-01 18:58:10","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"518239554\",\"blockId\":\"Z2jpAVH\",\"blockUniqueClass\":\"lazyblock-video-Z2jpAVH\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhen it came to launching its latest spot for M\\u00fcller Corner, the nation's favourite yogurt\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, 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 - inviting people to play with their food; expressed via the campaign idea; \\u2018Peel Back \\u0026amp; Play\\u2019.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe 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.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo 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.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMichael Inpong, Strategy and Marketing Director at M\\u00fcller, said: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe\\u2019re the nation'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.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis 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.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"We wanted to create a campaign that highlights the uniquely fun and playful experience of eating a M\\u00fcller Corner\",\"quotee\":\"Tony Hector, Group Creative Director, VCCP\",\"blockId\":\"1bYT98\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1bYT98\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen-Shot-2021-02-26-at-4.52.12-PM%22,%22caption%22:%22%22,%22id%22:12681,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/work\\\/muller\\\/muller-corner-peel-back-play\\\/attachment\\\/screen-shot-2021-02-26-at-4-52-12-pm-2%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/Screen-Shot-2021-02-26-at-4.52.12-PM.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Dina-Asher-Smith-2-1%22,%22caption%22:%22%22,%22id%22:12611,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/work\\\/muller\\\/muller-corner-peel-back-play\\\/attachment\\\/dina-asher-smith-2-1%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/Dina-Asher-Smith-2-1.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Dina-Asher-Smith-3%22,%22caption%22:%22%22,%22id%22:12612,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/work\\\/muller\\\/muller-corner-peel-back-play\\\/attachment\\\/dina-asher-smith-3%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/Dina-Asher-Smith-3.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"MsnVT\",\"blockUniqueClass\":\"lazyblock-carousel-MsnVT\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"M\u00fcller Corner \u2018Peel Back &amp; Play\u2019","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"muller-corner-peel-back-play","to_ping":"","pinged":"","post_modified":"2021-03-11 09:37:35","post_modified_gmt":"2021-03-11 09:37:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=12580","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/16951","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/61"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=16951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}