Katarina Johnson Thompson Embraces Her Cravings for Müllerlight's Have it all Campaign
On May 3rd Müllerlight launched its latest campaign, Have It All. Unveiling a new strategic positioning, the nation’s best loved yogurt brand will connect with consumers in a new way. Turning the tables on ‘eating right’, Müllerlight will aim to inspire and empower people to positively embrace their cravings.
Breaking with the health category, Müllerlight used insight from a commissioned study into the Psychology of Weight Management which revealed our relationship with food is deeply psychological and that indulgence is in fact a necessity for weight management. This campaign sees the brand carving out a unique space for people who are worried about their weight and need a way to satisfy their cravings for a treat, without having to regret it afterwards.
Müllerlight’s new positioning continues to place focus on ambassadors that are the pillar of health - their GB athletes. The TV-led campaign will see the continuance of Müller’s partnership with British Athletics. The integrated multi-million campaign will consist of a series of seven interconnected new adverts, starring World Champion Heptathlete and Müllerlight brand ambassador, Katarina Johnson Thompson and European Champion Laura Muir. Putting their ambassadors front and centre of their advertising, Müllerlight’s aim is to inspire their consumers to live a happier and healthier lifestyle.
Michael Inpong, strategy and marketing director at Müller Yogurt & Desserts said: “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.”
Tony Hector, creative director at VCCP added: “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”
Since teaming up with British Athletics in 2016, Müller has engrossed itself in the world of sport and invested heavily creating an enviable athlete ambassador and event program. According to research from YouGov athletics is Britain's most exciting sport.
With a big summer for athletics around the corner, Müller are starting another chapter in their long standing support and investment of British Athletics, with a particular focus on championing female empowerment and diversity, which will culminate in a Müller Anniversary Games in July. Within the context of the pandemic, while many brands have shifted spend elsewhere, Müller has stood unwavering by their athletes and continued to invest and support sports at a grassroots level.
Set within a period drama setting, the latest campaign features actress of the moment, Ruby Barker - who stars in a popular period drama - as the voiceover. The films are set to the track `Don't Blink’ by Goldens, co-written by multi-platinum songwriters Fiona Bevan, Varren Wade and Grammy award nominated Brian Kierful and will be released through music supervision company DLMDD and Concord Publishing.
The creative will roll out across TV, VOD and 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.
ADVERTISING AGENCY: VCCP
CREATIVE DIRECTORS: Tony Hector & Christine Turner
ASSOCIATE CREATIVE DIRECTOR: Didima Arrieta
ASSOCIATE CREATIVE DIRECTOR: Dan Ahern
BUSINESS DIRECTOR: Nick van Buuren
SENIOR ACCOUNT MANAGER: Justine Pescher
PLANNING DIRECTOR: Melani Parsons
PLANNER: Matthew Hayes
AGENCY TV PRODUCER: Simon Plant & Izzie Haak
AGENCY CREATIVE PRODUCER: Callum Furminger
MEDIA BUYING AGENCY: Mediacom
MEDIA DIRECTOR: Emma Franklin
MEDIA PLANNER: Alex Rubins & Kelsey O'Neal
PRODUCTION COMPANY: Merman
DIRECTOR: Martin Krejci
EDITOR: Filip Malase
EXECUTIVE PRODUCER: Spencer Dodd
PRODUCER: Nick Goldsmith
POST-PRODUCTION COMPANY: Black Kite
POST PRODUCER: Amy Richardson
COLOURIST: Jean-Clement Soret @ MPC
AUDIO POST-PRODUCTION COMPANY: Wave
SOUND ENGINEER - Dugal Macdiarmid
PHOTOGRAPHER: Sean Collymore
MUSIC SUPERVISOR: Lizz Harman @ DLMDD
PR & SOCIAL: Sylo Communications
Category: Dairy , Food