{"id":16999,"date":"2023-07-25T17:10:08","date_gmt":"2023-07-25T16:10:08","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16999"},"modified":"2025-12-05T12:12:51","modified_gmt":"2025-12-05T12:12:51","slug":"muller-magic-eye","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-magic-eye","title":{"rendered":"M\u00fcller Magic Eye"},"content":{"rendered":"<div class=\"lazyblock-video-Z1m7y0G 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\/848327493?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\n<p><\/p>\n\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1CTpsO 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><strong>London, 24<sup>th<\/sup> July 2023<\/strong>: M\u00fcller Yogurt &amp; Desserts and agency of record VCCP London, is today unveiling a new campaign to herald the return of the \u201890s retro fan-favourite, M\u00fcller Corner Mississippi Mud Pie Inspired. Brought back by popular demand, the campaign taps into the age of nostalgia and dials up its iconic heritage with Magic Eye Inc\u00ae executions.<\/p>\n<p>Aimed at all M\u00fcller Corner lovers but in particular its \u201890s fans who bought and enjoyed the Mississippi Mud Pie Inspired flavour the first time around, the campaign aims to recruit a new Gen Z audience to try the retro M\u00fcller Corner flavour. Driving reappraisal of the M\u00fcller brand and targeting category growth, the launch highlights the brand\u2019s investment in expanding and optimising its portfolio of products to meet more needs and desires, with something for everyone.<\/p>\n<p>For years fans have been pleading for the return of M\u00fcller Corner Mississippi Mud Pie Inspired through government petitions to Meta community groups, to fans contacting M\u00fcller directly and this summer their prayers have been answered. The campaign is the first phase of the re-launch of the M\u00fcller Corner Originals range and continues to reinforce their brand platform: \u2018The icon that liberates us to play\u2019, encapsulating the inherent playfulness of M\u00fcller products and the feelings it hopes to inspire in its customers.<\/p>\n<p>At the heart of the campaign lies the resurrection of a craze which took the \u201890s by storm: Magic Eye Inc\u00ae.\u00a0 The op-art phenomenon was a series of 3D optical illusions, and an almost impossible puzzle for many to decipher. Working with the originators in Boston, Massachusetts, M\u00fcller Yogurt &amp; Desserts and VCCP collaborated closely to design an authentic Magic Eye\u00a0 Inc\u00ae Illusion, which reveals the retro flavor. 20\u201d and 10\u201d social films unveiling the long awaited Summer reveal have been set to the ultimate comeback tune, \u2018Renegade Master\u2019 by A.D.O.R. vs. Britni Fraser.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The omnichannel launch will be supported by a series of Magic Eye Inc\u00ae Illusions adapted especially for their formats of social media and PR. Out of home and fly posters have also been created and will be placed in close proximity to nostalgic concerts as well as in high footfall retro shopping areas. The first set of fly posters have been designed to tease fans with clues hidden in the Magic Eye Inc\u00ae puzzles, shortly replaced by a second set of designs where M\u00fcller will announce the exciting news that the favourite flavour is back.<\/p>\n<p><strong>Toby Bevans, Strategy and Marketing Director at M\u00fcller Yogurt &amp; Desserts <\/strong>said<strong>:<\/strong><em> \u201cFrom fashion, footwear, and summer film releases, to Insta filters and TikTok trends, 90s aesthetics are having a moment. Consumer research told us there was massive potential in dialing into our own 90s heritage by bringing back one of our most-loved and sorely missed flavours &#8211; M\u00fcller Corner Mississippi Mud Pie Inspired. So now all those superfans who\u2019ve been petitioning us for its return can at last get a taste of that 90s icon.\u201d<\/em><\/p>\n<p><strong>\u00a0<\/strong><strong>Creative Directors, Emma Houlston and Colin McKean from VCCP London <\/strong>added<strong>:<\/strong><em> \u201cThis project has been a blast from the past from start to finish. We\u2019re buzzing to bring some 90s-style wide-eyed good vibes to everyone who remembers Mississippi Mud Pie- Inspired M\u00fcller Corner and Magic Eye from first time round, while introducing them to a new generation. We can\u2019t wait for people to see the work (or at least try to), hear the soundtrack, and taste the product &#8211; because every bit is an absolute 90s banger.\u201d<\/em><\/p>\n<p style=\"text-align: left\">A consumer PR campaign will be run by Ogilvy PR and media has been planned and executed by Essence Mediacom.<\/p>\n<p>M\u00fcller Corner Mississippi Mud Pie Inspired is available now in Asda, with a wider rollout from September, in single packs, RRP \u00a30.90p.<\/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-DIA5f 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\/2023\/07\/HERO2.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO2.jpg\" 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\/SUPPORTING_ASSET_5.jpeg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/SUPPORTING_ASSET_5.jpeg\" 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\/SUPPORTING_IMAGE_4.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/SUPPORTING_IMAGE_4.jpg\" 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>\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<div class=\"lazyblock-quote-full-width-Z1wT8pB 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        Consumer research told us there was massive potential in dialing into our own 90s heritage by bringing back one of our most-loved and sorely missed flavours &#8211; M\u00fcller Corner Mississippi Mud Pie Inspired.  \n        <cite>Toby Bevans, Strategy and Marketing Director at M\u00fcller Yogurt &amp; Desserts <\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-16999","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","20577"],"client_id":"10247","hero_video":"","hero_image":{"ID":17000,"id":17000,"title":"HERO1-copy","filename":"HERO1-copy-e1690285744605.jpg","filesize":4666363,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-magic-eye\/attachment\/hero1-copy","alt":"","author":"64","description":"","caption":"","name":"hero1-copy","status":"inherit","uploaded_to":16999,"date":"2023-07-25 11:34:54","modified":"2023-07-25 11:49:11","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","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\/HERO1-copy-e1690285744605-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-2048x1152.jpg","2048x2048-width":2048,"2048x2048-height":1152,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Look who\u2019s back\u2026 M\u00fcller teams up with Magic Eye Inc\u00ae to relaunch a retro \u201890s classic ","meta-description":"The iconic fan favourite flavour, M\u00fcller Corner Mississippi Mud Pie Inspired is officially back\u2026once again ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/HERO1-copy-e1690285744605.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16951,"post_author":"61","post_date":"2023-07-17 11:45:16","post_date_gmt":"2023-07-17 10:45:16","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"845059359\",\"blockId\":\"Z1YxWi3\",\"blockUniqueClass\":\"lazyblock-video-Z1YxWi3\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eOver 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's most loved dairy products today, albeit with a wider range, and within the context of a very different world.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith 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\\u003c\/p\\u003e\\n\\u003cp\\u003eThe integrated campaign, created by agency of record \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e, 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.\\u003c\/p\\u003e\\n\\u003cp\\u003e\u2018Teacher\u2019, \u2018Family Tradition\u2019 and \u2018The Drop\u2019 all bring to life M\u00fcller\u2019s new brand platform, \u2018\\u003cem\\u003eLove Every Bit\\u003c\/em\\u003e\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.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u2018Teacher\u2019 \\u003c\/em\\u003etells 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe \u2018\\u003cem\\u003eFamily Tradition\\u003c\/em\\u003e\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.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eFinally, \u2018The Drop\u2019 tells the story of a newsreader who simply has to have his last drop of M\u00fcller FRijj.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eMark\u00e9ta Kristlov\u00e1,\\u003c\/strong\\u003e \\u003cstrong\\u003eBrand Equity Lead at M\u00fcller Yogurt \\u0026amp; Desserts\\u003c\/strong\\u003e 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\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eColin McKean and Emma Houlston, Creative Directors at VCCP London, \\u003c\/strong\\u003eadded\\u003cstrong\\u003e: \u201c\\u003c\/strong\\u003eIt's not every day you get the chance to start the next chapter in a proper, fabric-of-the-nation brand's story. There's so much affection for M\u00fcller's iconic products and it's been a revelation to discover the little eccentricities and rituals people have with them. We'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\\u003c\/p\\u003e\\n\\u003cp\\u003eTargeting lapsed buyers, the campaign aims to boost brand awareness and to remind consumers of its role as a fabric of the nation brand.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u201cLove Every Bit\u201d\\u003c\/em\\u003e will run from today until 19th November across TV, VOD, YouTube. 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\/-->","post_title":"Love Every Bit","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"love-every-bit","to_ping":"","pinged":"","post_modified":"2025-12-05 12:13:18","post_modified_gmt":"2025-12-05 12:13:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16951","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":13270,"post_author":"44","post_date":"2021-05-06 18:35:13","post_date_gmt":"2021-05-06 17:35:13","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"51YQ9yDFeac\",\"blockId\":\"Z8BnAe\",\"blockUniqueClass\":\"lazyblock-video-Z8BnAe\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eOur 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\\u003c\\\/p\\u003e\\n\\u003cp\\u003eM\\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\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis new positioning continues to focus on ambassadors who are representatives of health and healthy living and so will see a continuation of M\\u00fcller'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\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eMichael Inpong, Strategy and Marketing Director at M\\u00fcller Yogurt \\u0026amp; Desserts\\u003c\\\/b\\u003e: \\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cM\\u00fcllerlight is one of the nation\\u2019s favourite yogurt brands because it offers flexibility - 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\\u003c\\\/span\\u003e\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWith 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\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe 'Have it All' campaign is set in a period drama setting, featuring actress Ruby Barker and the catchy soundtrack \\u0022Don't Blink\\u0022 by Goldens and co-written by \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003emulti-platinum songwriters Fiona Bevan, Varren Wade and Grammy award-nominated Brian Kierful.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 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. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eM\\u00fcller will also run a\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e large product sampling campaign which will see 400,000 pots sampled throughout the summer months.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"ZQ9nYV\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZQ9nYV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"To help empower people to embrace their cravings and reinforce the idea of permissible indulgence, we created a glamorous, decadent M\\u00fcllerlight world. 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