Müller yogurt boss Andrew Harrison ordered the brand’s first masterbrand-style advertising campaign because it was not “punching its weight”.
New TV ads featuring the generic ‘Lead a Müller Life’ slogan hit TV screens for the first time this week in the first part of a £15m marketing investment behind the brand this year, up from around £10m last year.
And Harrison told The Grocer: “Müller is the number two food brand (behind Walkers) but it doesn’t actually punch its weight.
“That is probably because it is only 18 years
old, so is by far the youngest of the big brands in the UK. It is also in a fairly discreet category.”
The new campaign, said Harrison, was aimed at reinforcing the brand’s big-hitting credentials and pushing a message of the Müller portfolio offering taste, goodness and convenience. In particular, added a spokesman, it is hoped that the campaign, which will be backed through the year by tailored commercials for individual products, will take Müller “out of the fridge and more into the everyday lives of consumers”.
The 60-second launch commercial, set to the classic Nina Simone track ‘I Got Life’, shows people from all walks of life dancing and having a good time. The film gives the impression that the song is being played over an entire city but only certain people are tuning into it. The campaign will also feature poster and national newspaper ads.
Harrison said that yogurt was in an ideal position to take the lead in the health arena in 2005. “Yogurt is well placed to take a leadership role.”
Meanwhile, he said the business would be looking to ramp up its NPD activity and was even considering a return to the organics sector.
Simon Mowbray