Müller Yogurt & Desserts has launched a new marketing campaign for its Müllerlight brand, emphasising the range’s variety of flavours as a way to brighten up the coldest and darkest months of the year.
The campaign launched on 2 January and includes print and out-of-home advertising, point of sale, radio and PR.
It will promote different flavours with messaging changing throughout each month in the first quarter of 2023. The push has started by encouraging consumers to “grab January by the spoon” and to “lighten up those wintry nights”.
The Müllerlight range is fat-free, contains 99 calories or less and contains 0% added sugar (apart from its chocolate sprinkles line) and is also high in protein.
However, the brand has suffered in recent years amid a drop in shopper demand for low-fat yoghurts, with sales in long-term decline.
Data from The Grocer’s recent Top Products issue [NielsenIQ 52 w/e 10 September 2022] revealed Müllerlight (now ranked as the nation’s fifth-favourite yoghurt) saw volume sales fall by 27.2% compared with 2021. The range also saw significant price increases, up 13.4% – above the overall category’s average of 8.2% – but value sales still fell by £19.3m.
The brand’s latest campaign was designed to “bring a new level of excitement for our much-loved core range of branded yoghurt and desserts”, according to strategy and marketing director Toby Bevans.
“This iconic product is versatile and has great potential for growth by broadening the appeal to a variety of both new and existing audience,” he added. “We believe we can grow the health segment, encouraging consumers to brighten up the gloomiest months by indulging in a tasty range of Müllerlight flavours.”
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