{"id":19302,"date":"2024-10-29T16:04:52","date_gmt":"2024-10-29T16:04:52","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19302"},"modified":"2024-10-29T16:04:53","modified_gmt":"2024-10-29T16:04:53","slug":"lets-get-ready-to-crumble","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/lets-get-ready-to-crumble","title":{"rendered":"Let&#8217;s Get Ready To Crumble"},"content":{"rendered":"<div class=\"lazyblock-video-ZL3Ihw 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\/1024312208?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-Z1dngKG 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><b>M\u00fcller Corner<\/b><span style=\"font-weight: 400\"> gets ready to rumble dairy aisles across the UK as it brings back two of the nation\u2019s much-loved retro flavours, <\/span><span style=\"font-weight: 400\">Apple Crumble and Cherry Bakewell, with a campaign that takes inspiration from <\/span><span style=\"font-weight: 400\">1994 earworm \u201c<\/span><i><span style=\"font-weight: 400\">Let\u2019s Get Ready to Rhumble<\/span><\/i><span style=\"font-weight: 400\">\u201d by <\/span><span style=\"font-weight: 400\">PJ &amp; Duncan.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign, by <\/span><span style=\"font-weight: 400\">creative agency of record <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP<\/b><\/a><span style=\"font-weight: 400\">, comes one year after the iconic brand relaunched 90s flavour \u2018Mississippi Mud Pie inspired\u2019 with an eye-catching optical illusion, Magic Eye, which took over out of home spaces across the UK, resulting in M\u00fc<\/span><span style=\"font-weight: 400\">ller products being in 30% of homes across the nation*.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The 90s-inspired campaign aims to continue to build momentum for the Corner Originals range by taking inspiration from the iconic Byker Grove boys themselves. <\/span><span style=\"font-weight: 400\">The campaign marks M<\/span><span style=\"font-weight: 400\">\u00fc<\/span><span style=\"font-weight: 400\">ller UK &amp; Ireland\u2019s continuing push to invest in marketing, with the brand spending \u00a31.495m on marketing this quarter alone.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign consists of a special-build graffiti style mural in Manchester as well as national digital and static out of home, plus a humorous social film, <\/span><span style=\"font-weight: 400\">inspired by the classic PJ &amp; Duncan music video &#8211; 90s dance moves included &#8211; with the new lyrics <\/span><i><span style=\"font-weight: 400\">\u201cLet\u2019s Get Ready to Crumble\u201d. <\/span><\/i><span style=\"font-weight: 400\">The campaign aims to build on the light-hearted, nostalgic fun of 90s music videos.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u2018Mural\u2019 style OOH billboards will be displayed across the nation, showcasing the new flavours, Apple Crumble and Cherry Bakewell inspired, using bold graffiti-style text alongside bright, playful imagery. The billboard, which has a brick-wall effect as its background, transforms the lyrics \u201cLet\u2019s Get Ready to Rhumble\u201d to \u201c<\/span><i><span style=\"font-weight: 400\">Let\u2019s Get Ready to Crumble<\/span><\/i><span style=\"font-weight: 400\">\u201d into two murals, one in green featuring apples and another in pink, dotted with cherries. The era-authentic typography captures the essence of 90s street art, aligning with M\u00fcller\u2019s strategy of blending retro fun with a light-hearted escape from everyday pressures.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition to nationwide OOH, a striking mural in Manchester\u2019s trendy Northern Quarter will bring M\u00fcller\u2019s nostalgic designs directly to the streets, making it an unmissable sight for passers-by.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign <\/span><span style=\"font-weight: 400\">puts stylistic 90s street-style centre-stage and<\/span><span style=\"font-weight: 400\"> embraces the trend of \u2018nowstalgia\u2019 in an aim to reach not only millennials who grew up with these classic flavours, but additionally recruiting Gen Z audiences with a passion for all things 90s. Through the campaign, M\u00fcller Corner Originals aims to offer escapism from the pressures of adulthood, reminding us of a simpler time &#8211; connecting to M\u00fcller Corner\u2019s overall strategy of being an \u2018icon that liberates us to play\u2019.<\/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\">VCCP\u2019s Global Creation Studio <\/span><a href=\"https:\/\/www.wearegirlandbear.com\/\"><b>Girl&amp;Bear<\/b><\/a><span style=\"font-weight: 400\"> was heavily involved in the output. G&amp;B Studios produced the video assets, led post-production and designed and illustrated the bespoke graffiti-style illustration seen in the out of home element of the campaign. VCCP\u2019s digital experience agency <\/span><a href=\"https:\/\/wearebernadette.co\/\"><b>Bernadette<\/b><\/a><span style=\"font-weight: 400\"> helped to bring the vision to life through animated social content and digital out of home. Media planning and buying were managed by EssenceMediacom.\u00a0<\/span><\/p>\n<p><b>Talar El Asswad, Marketing Lead (Treats &amp; Desserts) at M\u00fcller<\/b> <b>said:<\/b><span style=\"font-weight: 400\"> \u201cLast year, our Magic Eye campaign had a phenomenal response, partly because there was so much latent love for our M\u00fcller Corner Mississippi Mud Pie inspired. After looking back through the archives, we found that our Apple Crumble and Cherry Bakewell flavours were two of our most popular products in the 90s.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cBringing back these two flavours felt like a natural &#8216;second chapter&#8217; &#8211; so they are back once again with a a fresh, mid 90s-inspired campaign to drive talkability and hype for the ever-expanding Originals range.\u201d<\/span><\/p>\n<p><b>Colin McKean and Emma Houlston, Creative Directors at VCCP<\/b> <b>added<\/b><span style=\"font-weight: 400\">: \u201cM\u00fcller Corner Originals\u2019 new Apple Crumble-inspired and Cherry Bakewell-inspired flavours give some serious school days vibes. And for those of a certain age, few things evoke school days like classic 90s kids\u2019 TV shows. So when the creatives brought the idea of relaunching the yogurts with the help of a long-forgotten PJ and Duncan classic, there was only one thing for it. We got ready to crumble.\u201d\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">M\u00fcller Corner Originals Mississippi Mud Pie, Cherry Bakewell Inspired and Apple Crumble Inspired products are \u00a33** per 4pk x 124g, available in all major retailers. <\/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-Z1FdIwh 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        Bringing back these two flavours felt like a natural &#8216;second chapter&#8217; &#8211; so they are back once again with a a fresh, mid 90s-inspired campaign to drive talkability and hype for the ever-expanding Originals range \n        <cite>Talar El Asswad, Marketing Lead (Treats &amp; Desserts) at M\u00fcller said:<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19302","work","type-work","status-publish","hentry"],"acf":{"client_id":"10247","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19303,"id":19303,"title":"TEMPLATE FOR WEBSITE (4)","filename":"TEMPLATE-FOR-WEBSITE-4.png","filesize":4166618,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4.png","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/lets-get-ready-to-crumble\/attachment\/template-for-website-4","alt":"","author":"64","description":"","caption":"","name":"template-for-website-4","status":"inherit","uploaded_to":19302,"date":"2024-10-29 09:33:00","modified":"2024-10-29 09:33:00","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\/10\/TEMPLATE-FOR-WEBSITE-4-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Let\u2019s get rrrrrready to crumble! M\u00fcller Corner celebrates the return of its classic 90s Originals in multi-million pound nostalgic campaign","meta-description":"Let\u2019s get rrrrrready to crumble! M\u00fcller Corner celebrates the return of its classic 90s Originals in multi-million pound nostalgic campaign","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/10\/TEMPLATE-FOR-WEBSITE-4-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16999,"post_author":"64","post_date":"2023-07-25 17:10:08","post_date_gmt":"2023-07-25 16:10:08","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"848327493\",\"blockId\":\"Z1m7y0G\",\"blockUniqueClass\":\"lazyblock-video-Z1m7y0G\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003eLondon, 24\\u003csup\\u003eth\\u003c\/sup\\u003e July 2023\\u003c\/strong\\u003e: M\u00fcller Yogurt \\u0026amp; 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eAimed 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eFor 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt 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 \\u0026amp; 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.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe 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.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eToby Bevans, Strategy and Marketing Director at M\u00fcller Yogurt \\u0026amp; Desserts \\u003c\/strong\\u003esaid\\u003cstrong\\u003e:\\u003c\/strong\\u003e\\u003cem\\u003e \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 - 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\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003e\u00a0\\u003c\/strong\\u003e\\u003cstrong\\u003eCreative Directors, Emma Houlston and Colin McKean from VCCP London \\u003c\/strong\\u003eadded\\u003cstrong\\u003e:\\u003c\/strong\\u003e\\u003cem\\u003e \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 - because every bit is an absolute 90s banger.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eA consumer PR campaign will be run by Ogilvy PR and media has been planned and executed by Essence Mediacom.\\u003c\/p\\u003e\\n\\u003cp\\u003eM\u00fcller Corner Mississippi Mud Pie Inspired is available now in Asda, with a wider rollout from September, in single packs, RRP \u00a30.90p.\\u003c\/p\\u003e\",\"blockId\":\"Z1CTpsO\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1CTpsO\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22HERO2%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\/2023\/07\/HERO2.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22171%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/HERO2-300x171.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\/2023\/07\/HERO2-300x171.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/HERO2-1024x582.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/HERO2-768x436.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/HERO2-1536x873.jpg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/HERO2-2048x1164.jpg%202048w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:17001,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=17001%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/HERO2.jpg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22SUPPORTING_ASSET_5%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\/2023\/07\/SUPPORTING_ASSET_5.jpeg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_ASSET_5-300x169.jpeg%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\/2023\/07\/SUPPORTING_ASSET_5-300x169.jpeg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_ASSET_5-1024x576.jpeg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_ASSET_5-768x432.jpeg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_ASSET_5-1536x863.jpeg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_ASSET_5.jpeg%201701w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:17002,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=17002%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_ASSET_5.jpeg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22SUPPORTING_IMAGE_4%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\/2023\/07\/SUPPORTING_IMAGE_4.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_IMAGE_4-300x169.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\/2023\/07\/SUPPORTING_IMAGE_4-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_IMAGE_4-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_IMAGE_4-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_IMAGE_4-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_IMAGE_4-2048x1152.jpg%202048w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:17003,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=17003%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/07\/SUPPORTING_IMAGE_4.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"DIA5f\",\"blockUniqueClass\":\"lazyblock-carousel-DIA5f\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"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 - M\u00fcller Corner Mississippi Mud Pie Inspired. \",\"quotee\":\"Toby Bevans, Strategy and Marketing Director at M\u00fcller Yogurt \\u0026amp; Desserts \",\"blockId\":\"Z1wT8pB\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1wT8pB\"} \/-->","post_title":"M\u00fcller Magic Eye","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"muller-magic-eye","to_ping":"","pinged":"","post_modified":"2025-12-05 12:12:51","post_modified_gmt":"2025-12-05 12:12:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16999","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":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. 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