Müller is investing £2.2m in Müllerlight after stemming declining sales by repositioning the brand away from overt diet associations.
Although sales were still down 1% to £107.7 for the year to April, it was a marked improvement on last year's 6% slump. Sales in the past 12 weeks were up 11% following its refocus as a healthy lifestyle brand in January [IRI].
To cash in on the uplift and to get the brand back into growth it launches a campaign next week with TV and radio advertising to support an on-pack promotion.
The 12-week Win A Summer To Remember campaign would "accelerate growth", said marketing and R&D director Chris McDonough.
Consumers will be given the chance to win prizes each week, ranging from a £1,000 new summer wardrobe to a Caribbean holiday for two, by entering a code online. Other prizes on offer include make-up master classes, sessions with a professional hairstylist and luxury spa days.