07 Aug 2008


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Müller UK runs 'Mix it Your Way' campaign

Müller UK

yogurts and desserts

Source : Müller UK
'Mix it Your Way' is the message at the heart of a new marketing campaign backing Britain's biggest selling yogurt brand - Müller Corner.

Fruit Corner

The new TV campaign - which will make its debut on TV screens on August 11 - breaks as Müller Corner has become the first yogurt brand in the UK to hit the £200 million annual retail sales benchmark.

In addition to the launch of two new 30-second TV executions, Müller UK will be reinforcing the ‘Mix it Your Way’ message through a radio campaign linked to the new TV ads plus innovative sampling activity which, as well as giving away 1 million sample pots, will involve the installation of a big screen in city and shopping centres as the Müller Corner ‘Mix it Your Way’ show travels around the country from now until the end of September.

An on-line competition offering consumers the opportunity to win a luxury adventure break in the UK will also form part of the campaign.

All of the activity is linked to the fun characteristics of the Corner brand and the fact that consumers eat their Corner yogurt in a variety of different ways.

The new burst of activity is part of an £8.5 million marketing spend behind the brand this year and follows the launch of new packaging designs across the Fruit, Crunch and Healthy Balance Corner ranges in June.

Both of the new TV ads – ‘Tap Dance’ and ‘Charleston’ - feature black and white clips from vintage footage of dance sequences.

The opening scenes of the Tap Dance ad show two tuxedoed entertainers tap dancing to music on the film original soundtrack, but after a few moments there’s a pause and a voiceover says ‘Nice! Now let’s mix it up differently like a Müller Corner.’

In the Tap Dance execution, the jazz music from the original soundtrack is replaced with EMF’s 1990 Top 10 hit ‘Unbelievable’.

As the new sound kicks in, the dancers change to a pacier tempo which is perfectly synchronized with the contemporary soundtrack.

The voiceover says ‘Müller Corner - Mix it Your Way’ as the screen shows fruit being swirled into a Müller Corner yogurt.

As the voiceover proclaims ‘Available in 18 delicious varieties’, the scene cuts to a display of the range of different Corner yogurts.

Both ads end with a close up shot showing a pot of Müller Corner in a grassy field with the Müller Lick the Lid of Life strapline accompanied by a short burst of Nina Simone’s ‘I Got Life’ soundtrack which is now synonymous with Müller advertising.

The Charleston ad is in a similar vein and features footage from 1928 of a man and woman doing the Charleston along to the 1993 chart hit ‘No Limit’ from 2 Unlimited.

The new ads will be on air through until the beginning of November as part of a 13-week TV burst for Müller Corner which got underway in mid-July with re-runs of the ‘Corners of Britain’ ad which was launched in August 2006.

Both executions will run simultaneously and will be shown on satellite and terrestrial channels including ITV, C4 and C5.

They are scheduled to appear alongside a broad spectrum of family programmes including Coronation Street, Big Brother and The X Factor.

Around 50 million viewers are expected to have seen the Corner TV ads during the three-month campaign.

At the same time that the new Corner TV ads appear, Müller UK is embarking 63 days of sampling activity which will encourage consumers to become actively involved in the‘Mix it Your Way’ campaign.

A Müller Corner stand complete with big screen and touch screens encased in juke box pods, will be taking to the road and stopping off at city centres and shopping malls around the country.

Consumers visiting the ‘Mix it Your Way’ sampling stand will be invited to create their very own Corner ads by mixing and matching a selection of clips featuring different dance styles from Bollywood through to Tap, with a variety of music tracks ranging from hip, hop through to classical pieces.

A selection of the mixes produced by consumers will be transmitted onto the main screen where they will be broadcast to those visiting the stand as well as passers-by.

Visitors to the stand will also be given a sample pot of Müller Corner together with a leaflet directing them to an on-line competition (www.mullermixologycorner.co.uk) giving them the chance to be entered into a draw to win a daily prize of £100-worth of shopping vouchers.

All entries will also be entered into a main prize draw to win a luxury ‘Mix it Your Way’ adventure in the UK.

The winner will be able choose from a selection of activity breaks available in the UK, for example; skiing in Scotland or wine tasting in Sussex.

The on-line competition will run through until the end of September.

The radio campaign which will incorporate the ‘Mix it Your Way’ theme, is scheduled to run on regional radio stations in the autumn.

Chris McDonough, Müller UK’s Marketing and R&D Director, says: “Since it was launched in the UK two decades ago Müller Corner has always been associated with bringing fun and involvement to a healthy category. The unique two-compartment Corner pot brought something new and different to the market and allowed consumers to decide how they wanted to eat the product. Each mouthful can be different and some thought is required on how you will eat the next spoonful.

“The brand celebrates its 20th anniversary this year and we wanted a campaign which encapsulates the heritage and characteristics of the brand – all of the fun elements and consumer involvement. The ‘Mix it Your Way’ does exactly that. The TV ads are guaranteed to raise a laugh and the radio, sampling and on-line activity will really get consumers involved with the brand and the campaign in a truly interactive way.”

Chris McDonough adds: “Müller Corner has been setting the pace in the short life dairy products (SLDP) category since its launch, and we aim to maintain that momentum. With sales up by 6.4% over the past year, Corner continues to grow ahead of the category performance and it has within the last few weeks become the first yogurt brand in the UK to achieve annual sales of £200 million – what better way to celebrate the brand’s 20th anniversary!”

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Mrs D Williams	11 Aug 2008 08:26:50
I love your Muller corners, in fact all of them, but being diabetic I can only have one on very few occasions bcause of the sugar content. How about some sugar free lovely corners just for an 83 year old diabetic and others like me thanks!

keith wagstaff	26 Aug 2008 15:55:44
my latest muller yoghurt was the crunch (strawberry shortcake),I work for a catering company please could you get in touch because i might get some business for you my company is''working lunch ltd boundary street l,pool l5