Earlier this year Danone launched a £2.6m national campaign for its Actimel drinking yoghurt called Bring It On.

The campaign included TV ads as well as outdoor and digital media. Müller also invested heavily in its 'Win a £1,000 shopping spree every day' promotion, with a TV ad and national press campaign.

"Our media spend reached a record level last year and we'll be matching that investment this year, but we'll be shifting the focus and putting the emphasis on bigger, broader initiatives, which ensure that every pound spent embraces and supports the whole portfolio," says Müller marketing director Lee Rolston.

Marketing tactics differed, but the greatest level of activity surrounded TV advertising, with the award for standout campaign inevitably going to Yeo Valley and its 'rapping farmers' advert. The ad aired seven times during ITV1's The X Factor and during 25 ITV2 slots, and formed part of a £5m campaign for Yeo Valley.

Focus On Yoghurts & Pot Desserts