Our latest work for Müllerlight '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.
Müllerlight 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.
This new positioning continues to focus on ambassadors who are representatives of health and healthy living and so will see a continuation of Müller'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.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts: “Müllerlight is one of the nation’s 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’re a world-class athlete, or member of the general public, we’re all human beings with needs and desires.”
With a big Summer for athletics only around the corner, Müller 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 Müller Anniversary Games.
The 'Have it All' campaign is set in a period drama setting, featuring actress Ruby Barker and the catchy soundtrack "Don't Blink" by Goldens and co-written by multi-platinum songwriters Fiona Bevan, Varren Wade and Grammy award-nominated Brian Kierful.
The 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. Müller will also run a large product sampling campaign which will see 400,000 pots sampled throughout the summer months.
To help empower people to embrace their cravings and reinforce the idea of permissible indulgence, we created a glamorous, decadent Müllerlight world. Taking our athletes out of their usual clothing and putting them into luxurious period costume, we showed how with Müllerlight you can truly have it all Tony Hector, Creative Director at VCCP