When it came to launching its latest spot for Müller Corner, the nation's favourite yogurt, Müller decided to challenge category conventions. Rather than just focusing on health benefits or indulgence, Müller instead dialled up the unique, sensorial enjoyment you get from eating a Müller Corner - inviting people to play with their food; expressed via the campaign idea; ‘Peel Back & Play’.
We created this TV and digital campaign to remind people just how fun and playful Müller Corner is. It simply brings little moments of pleasure to the everyday.
We wanted to create a campaign that highlights the uniquely fun and playful experience of eating a Müller Corner Tony Hector, Group Creative Director, VCCP
To bring the campaign to life, Müller partnered with brand ambassador: 200m World Champion, Britain’s Fastest Woman, and 2021 Olympic Medal hopeful; Dina Asher-Smith. Dina embodies everything Müller stands for: health, kindness, confidence, excitement and positivity.
Michael Inpong, Strategy and Marketing Director at Müller, said: “We’re the nation's favourite yogurt brand because we add taste to life. Our core Müller Corner range epitomises this, having been a family favourite for over 30-years. Over the last year, people are eating at home more and looking for brands that they love and trust, and during this time, it’s been vital to help support and uplift the nation. So that’s why we are delighted to once again partner with our inspiring brand ambassador and World Champion, Dina Asher-Smith to bring out the fun, creative and playful elements we know are synonymous with our iconic range”.
This campaign is the 1st execution of three TV ads featuring Dina Asher-Smith this year to help excite and uplift the nation. Each campaign will hero a different Müller product.
Project for Müller