{"id":18817,"date":"2024-07-17T16:02:10","date_gmt":"2024-07-17T15:02:10","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18817"},"modified":"2024-08-09T16:50:35","modified_gmt":"2024-08-09T15:50:35","slug":"get-the-good-going","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/get-the-good-going","title":{"rendered":"Get The Good Going"},"content":{"rendered":"<div class=\"lazyblock-video-2jFlYj 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\/984808983?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-2klaXO 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\">Today, <\/span><span style=\"font-weight: 400\">M\u00fcller<\/span><span style=\"font-weight: 400\"> launches \u2018Get The Good Going\u2019, a new integrated masterbrand campaign created by <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP<\/b><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The multi-million integrated campaign will see M\u00fcller Light as the focus of a new M\u00fcller Yogurt &amp; Desserts Masterbrand advert. The campaign, which spans across TV, out of home, social, radio, retail in-store and press, aims to break norms of the category with a humorous spot exaggerating the feeling of transformation when you make that one uplifting healthier choice, no matter how small.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With the diet yogurt category experiencing a decline in recent years, this campaign spotlights M\u00fcller Light as a product that should be seen as a simple, healthier switch. While M\u00fcller is already in 1 in 4 of the UK\u2019s fridges<\/span><span style=\"font-weight: 400\">1<\/span><span style=\"font-weight: 400\">, \u2018Get The Good Going\u2019 aims to position M\u00fcller Light as a positive and uplifting product through continual investment in marketing, as the brand continues to put smiles on faces across the nation.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign is centred around a 30\u201d film created by <\/span><b>VCCP<\/b><span style=\"font-weight: 400\"> and produced by <\/span><b>Biscuit Filmworks<\/b><span style=\"font-weight: 400\">. The film, directed by Rosie May Bird Smith, aims to capture attention through an unlikely protagonist, demonstrating the knock-on effect of swapping to a healthier snack can only bring good things.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign is supported by out of home, social and shopper content, also created by VCCP. It will run from 15th July across TV, radio, OOH, press and social. Design and artwork was led by VCCP\u2019s production studio <\/span><b>Girl &amp; Bear<\/b><span style=\"font-weight: 400\"> while 3D motion, social assets and animations were created by <\/span><b>Bernadette, <\/b><span style=\"font-weight: 400\">also part of VCCP. Media planning and buying was driven by EssenceMediacom and influencer was handled by Ogilvy PR &amp; Influence.\u00a0<\/span><\/p>        \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\">The campaign follows on from the recent \u2018Rice, Rice Baby\u2019 OOH campaign, dramatising the effects of M\u00fcller Rice Protein as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole.<\/span><\/p>\n<p><b>Vicky Morgan, Health Brands Segment Lead at M\u00fcller<\/b> <b>said:<\/b><span style=\"font-weight: 400\"> \u201c<\/span><span style=\"font-weight: 400\">T<\/span><span style=\"font-weight: 400\">his new campaign and the relaunch of Muller Light comes off the back of extensive consumer immersion that confirmed there is still a place for lighter yogurts that taste great, but importantly leave you feeling good when you make a healthier choice.\u00a0 Over the last two year the Muller brand has been on a transformation and Muller Light is the next in the portfolio to go live with new designs, recipe and comms idea.\u201d<\/span><\/p>\n<p><b>Colin McKean, Creative Director at VCCP<\/b><span style=\"font-weight: 400\"> said: \u201c\u200b\u200b&#8221;In a category still filled with guilt-inducing messaging and unrealistic representations of people, we were keen to do something different. So we based M\u00fcller Light&#8217;s new campaign on a simple, honest insight &#8211; when you eat something healthier, you feel good, which makes it more likely the next thing you do will be healthier too. And rather than featuring the usual unattainable model-type in a glamorous\/sporty location, our TVC features the magnificent Brian, getting his good going in a charity shop.\u201d<\/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-y9jyo 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        In a category still filled with guilt-inducing messaging and unrealistic representations of people, we were keen to do something different.  \n        <cite>Colin McKean, Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18817","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10247","hero_video":"","hero_image":{"ID":18818,"id":18818,"title":"2","filename":"2.png","filesize":2484163,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2.png","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/get-the-good-going\/attachment\/2-23","alt":"","author":"64","description":"","caption":"","name":"2-23","status":"inherit","uploaded_to":18817,"date":"2024-07-16 10:11:19","modified":"2024-07-16 10:11:19","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\/2024\/07\/2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"\u2018Get The Good Going\u2019: M\u00fcller Light\u2019s humorous new masterbrand campaign by VCCP highlights the knock-on effect of making healthier choices ","meta-description":"\u2018Get The Good Going\u2019: M\u00fcller Light\u2019s humorous new masterbrand campaign by VCCP highlights the knock-on effect of making healthier choices ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":18526,"post_author":"64","post_date":"2024-06-19 14:50:32","post_date_gmt":"2024-06-19 13:50:32","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday, \\u003cstrong\\u003eM\u00fcller Yogurt \\u0026amp; Desserts\\u003c\/strong\\u003e continues its successful \u2018Rice, Rice Baby\u2019 partnership with footballer Declan Rice, launching an integrated campaign centred around a series of special build billboards and digital assets created by agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and global content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cstrong\\u003eGirl\\u0026amp;Bear\\u003c\/strong\\u003e\\u003c\/a\\u003e.\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe out of home campaign \u2018Rice + Protein\u2019 \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis the latest campaign from M\u00fcller as the brand continues to push boundaries with its Declan Rice partnership, this time specifically promoting the brand\u2019s M\u00fcller Rice Protein range. The campaign builds on the previous M\u00fcller Rice campaign and partnership which first launched in November 2022, of which M\u00fcller credits as playing a key role in the 9% value growth seen in M\u00fcller Rice in the last year.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe series of out of home billboards aim to land the creative idea that M\u00fcller Rice Protein helps power people through everyday scenarios, dramatising its effects as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn one execution, Declan Rice lifts a sofa above his head while vacuuming, in another, he accidentally bends a goalpost leaning on it, he\u2019s shown walking his dog and throwing a tree instead of a stick, and in two hero special-build executions, Declan is lifting a 3D car above his head while he retrieves a football from the road.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign aims to target and speak to the unspoken moments in everyday life where protein can play a role: contextualising the benefits of protein in everyday life and landing the message that protein isn\u2019t just a source of fuel and nutrition for active people, but in the case of M\u00fcller Rice Protein - it\u2019s a sustaining snack for people simply looking to get the most out of their day, more important this summer than ever before as we\u00a0 head into a \u2018Full On\u2019 summer of sport.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe OOH campaign follows on from the recent FRijj OOH posters, which featured a bottle-shaped hole in the centre, to give the illusion that someone has risked it all and embraced \u2018the URjj\u2019: grabbing the bottle from the poster, as well as the success of the award-winning M\u00fcller Corner out of home builds in 2022, where billboards across the UK were seen to \u2018bend\u2019 at the corner.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign is supported by social static and video content across Meta and YouTube also featuring Declan Rice. Additionally, content in fan parks over throughout June and July, consisting of fanpark OOH and idents which will be shown prior to matches, and M\u00fcller will sponsor various Acast podcasts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eTalar El Asswad, Marketing Lead Treats \\u0026amp; Desserts at M\u00fcller said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cProtein is a fast growing area. We\u2019ve attracted a younger audience through our longstanding Declan Rice partnership. This campaign continues to build on that journey to introduce rice pudding to a new generation: It\u2019s a wholesome protein snack, low in fat and sugar. Perfect to keep us living \u2018Full On\u2019 lives.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eGeorge Wait, Creative Director at VCCP said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cOur ongoing partnership with Declan Rice has always been grounded in comedic simplicity. Declan Rice - Muller Rice, it just makes sense! We wanted to continue in this vein when promoting our Muller Rice Protein range. What happens when you combine Rice with Protein? You get an extra strong Declan Rice of course! Working with Declan is always a joy, and that\u2019s not just because I\u2019m a huge Arsenal fan. He\u2019s great to work with, brings his own creativity to every project and is always up for the ideas I throw at him. We\u2019re always excited to launch new campaigns with Declan and we\u2019ll all be avidly supporting him this summer at the Euros. Rice rice baby!\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOOH will run until 30th June, and the wider campaign will run until 14th July across fan parks, OOH, social and YouTube. Media planning and buying was driven by EssenceMediacom and PR was handled by Ogilvy PR \\u0026amp; Influence.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2mh1UT\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2mh1UT\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03.jpg'%3E%3Cimg%20width=%5C%22169%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03-169x300.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03-169x300.jpg%20169w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03-576x1024.jpg%20576w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03-768x1365.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03-864x1536.jpg%20864w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03.jpg%201080w%5C%22%20sizes=%5C%22(max-width:%20169px)%20100vw,%20169px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:18539,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=18539%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-SOFA-D6-1080x1920px-03.jpg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03.jpg'%3E%3Cimg%20width=%5C%22169%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03-169x300.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03-169x300.jpg%20169w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03-576x1024.jpg%20576w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03-768x1365.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03-864x1536.jpg%20864w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03.jpg%201080w%5C%22%20sizes=%5C%22(max-width:%20169px)%20100vw,%20169px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:18540,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=18540%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/06\/MUL09272-Muller-Rice-Protein-2024-TREE-D6-1080x1920px-03.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"blockId\":\"ZP4vpW\",\"blockUniqueClass\":\"lazyblock-two-column-images-ZP4vpW\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This campaign continues to build on that journey to introduce rice pudding to a new generation: It\u2019s a wholesome protein snack, low in fat and sugar. Perfect to keep us living \u2018Full On\u2019 lives.\",\"quotee\":\"Talar El Asswad, Marketing Lead Treats \\u0026amp; Desserts at M\u00fcller\",\"blockId\":\"ZmDPSO\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZmDPSO\"} \/-->","post_title":"M\u00fcller Rice Protein","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"muller-rice-protein","to_ping":"","pinged":"","post_modified":"2024-08-10 10:54:00","post_modified_gmt":"2024-08-10 09:54:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18526","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18246,"post_author":"64","post_date":"2024-05-07 17:08:55","post_date_gmt":"2024-05-07 16:08:55","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday, \\u003c\/span\\u003e\\u003cb\\u003eM\u00fcller \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003emilkshake brand\\u003c\/span\\u003e\\u003cb\\u003e FRijj\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches its first new ad campaign in eight years, created by \\u003c\/span\\u003e\\u003cb\\u003eM\u00fcller\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019s \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecreative agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, marking M\u00fcller\u2019s move to continue to significantly invest in a major brand refresh.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign aims to dramatise what happens when the nation feels \u2018the URjj\u2019, playing FRijj\u2019s distinctive tagline \u2018Feel the URjj\u2019 - a line that has been in place for nearly 10 years.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA series of distinctive special-build OOH billboards sit at the heart of the campaign, each aims to bring to life the power of \u2018the URjj\u2019. This campaign follows on from the success of the award-winning M\u00fcller Corner out of home builds in 2022, where billboards across the UK were seen to \u2018bend\u2019 in the corner.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eEach OOH site has a FRijj bottle-shaped hole in the centre, to give the illusion that someone has risked it all and embraced \u2018the URjj\u2019: grabbing the bottle from the poster. The special-build OOH sites each come with a cautionary disclaimer: \u2018Warning: contains thick and creamy milkshake\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe special-build billboards can be seen in four locations across London and Birmingham. Additional OOH sites across the country will display posters which feature the recognisable cow print pattern and advises caution due to FRijj\u2019s delicious taste: \u2018Warning: this ad may cause the URjj\u2019.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will also run across radio and social. Across both formats, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eexecutions dramatise the moment when \u2018the URjj strikes\u2019 - often when you least expect it. In radio, there are two\u00a0 different comical scenarios in which \u2018the URjj\u2019 has struck at an inopportune time: one of which is during a first date, the other during a wedding. In the social executions, disclaimers advising caution and pixelated visuals are used to demonstrate the irresistible power of the URjj.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign builds on FRijj\u2019s \u2018Feel the URjj\u2019 platform, which encourages the nation to risk it all, act on impulses and feel the URjj. It aims to encourage consumers to take a moment to feel, not think - and enjoy a cheeky milkshake.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign follows \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eM\u00fclle\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003er\u2019s recent multi-million pound Masterbrand TV campaign, \u2018Love every bit\u2019, which launched in July. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eM\u00fcller also recently \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eredesigned its branded packaging and tapped into the \u2018nowstalgia\u2019 trend with Magic Eye Inc\u00ae executions to drive awareness of its new M\u00fcller Corner Originals range.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eColin McKean and Emma Houlston, Creative Directors at VCCP London said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cYou know when you start thinking about having a milkshake and suddenly the only thing you can think about is milkshake? Well, that\u2019s an URjj. There\u2019s no point resisting it. Just give in. Go and get yourself a thick, creamy M\u00fcller FRijj. What could possibly go wrong? Well, in our new campaign, consequences include romantic disappointment and familial estrangement. It\u2019s been an absolute hoot making this new FRijj work. Keep your ears peeled for the radio and look out for our herd of cow-print posters in the wild.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMarketa Kristlova, Brand Equity Lead at M\u00fcller said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cThis new campaign dramatises the moment \u2018the URijj\u2019 strikes, showing just how strong the power of \u2018the URjj\u2019 truly is. \u2018Embrace the URjj\u2019 aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe move marks the latest campaign as M\u00fcller continues to significantly invest in a major brand refresh. Following the award-winning M\u00fcller Corner out-of-home-series and M\u00fcller Rice\u2019s Declan Rice partnership, we unveiled a new multimillion pound Masterbrand TV campaign, redesigned its branded packaging and tapped into the \u2018nowstalgia\u2019 trend with Magic Eye Inc\u00ae executions to drive awareness of its new M\u00fcller Corner Originals range. All in effort to grow M\u00fcller brand and create smiles on people\u2019s faces.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run from the 6th May until 23rd June, with media planning and buying led by EssenceMediacom and PR managed by Ogilvy PR \\u0026amp; Influence. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1lSt2M\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1lSt2M\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Embrace the 'URjj\u2019 aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake\",\"quotee\":\"Marketa Kristlova, Brand Equity Lead at M\u00fcller\",\"blockId\":\"1QXKCJ\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1QXKCJ\"} \/-->","post_title":"Embrace the URjj","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-urjj","to_ping":"","pinged":"","post_modified":"2024-08-12 09:17:28","post_modified_gmt":"2024-08-12 08:17:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18246","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"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. Media has been planned and executed by EssenceMediacom.\\u003c\/p\\u003e\",\"blockId\":\"1NJ7Ku\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1NJ7Ku\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"845057365\",\"blockId\":\"ZCkpHV\",\"blockUniqueClass\":\"lazyblock-video-ZCkpHV\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"845331103\",\"blockId\":\"2kFMRn\",\"blockUniqueClass\":\"lazyblock-video-2kFMRn\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It's not every day you get the chance to start the next chapter in a proper, fabric-of-the-nation brand's story. 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