15 Apr 2008


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New ad campaign for Müller Little Stars range

Müller

yogurts and desserts

Source : Müller Dairy (UK) Limited
Little Stars, the children's range of smooth yogurts, fromage frais, fruit juice jellies and high fruit yogurt smoothies from Müller UK, is driving home its '100% natural ingredients' message in a new TV, press and digital campaign which is due to break this week.

Muller Little Stars TV ad

Part of a £6 million marketing spend behind the brand this year, the new 30-second ad entitled ‘Mum Calling’ features a mum spreading the word about Müller Little Stars fromage frais.

Using Little Stars pots connected by wool to represent telephone lines criss-crossing the countryside a mum enthusiastically explains to other equally excited mums at work, at play with their children and in cafés and supermarkets that she’s just heard that Müller only uses seven ingredients in Little Stars fromage frais.

The scene cuts back to the mum delivering the news sitting happily alongside her son, who is enjoying a pot of Little Stars fromage frais. The communication job done, they both swing their legs in time to the classic Nina Simone ‘Ain’t got no/I got life’ sound track which is now synonymous with Müller ad campaigns.

Picking up the same homely theme of the pots linked by wool in the TV ads, the press campaign simply shows a hand sewn tapestry sampler with a fruit tree in the background and field of daisies in the foreground with prominence being given to a figure ‘7’ containing a list of the seven 100% natural ingredients contained in Müller Little Stars fromage frais.

The TV campaign kicks off this week and will be screened on terrestrial and satellite channels. It is scheduled to appear alongside a broad range of family oriented programmes such as Coronation Street, Jamie at Home, Desperate Housewives, Home and Away and the Simpsons, and is expected to be seen by 83% of mums with young children.

The press campaign will run in parenting and women’s magazines including Practical Parenting, Hello and Marie Claire from April to December, while the digital campaign will be featured on a range of key parenting sites such as Net Mums and Ask a Mum from April until-mid May.

Chris McDonough, Müller UK’s Marketing and R&D Director, says: “There’s a real ground swell amongst consumers to get back to basics when it comes to food. Consumers are increasingly seeking out products which offer simple, wholesome, natural goodness – particularly when it comes to the food their children are eating. Parents want to make informed choices - they want to know that a product contains natural ingredients or check whether it has artificial colours, flavours or preservatives.

“Since its launch in 2006, Little Stars has built its brand provenance and reputation on a 100% natural ingredients proposition and, in the time-honoured way that mothers share information with each other, mums have been instrumental in telling each other about Little Stars.

The new TV campaign reflects that experience and celebrates the fact that mums can be reassured that any product which bears the Little Stars brand name is made with 100% natural ingredients.”

In just 19 months after its launch, Little Stars has captured a 7.9% share of the children’s sector in the SLDP category and has built annual sales of £19.7 million.

The brand is continuing to spearhead the sector performance. Little Stars Smooth Yogurt sales alone have grown by 61% over the past year and Fromage Frais sales are up by 25% - compared with a 1.9% growth in the total children’s sector.

Müller Little Stars has also made a significant contribution to the development of the children’s sector by bringing in an additional one million new households into the category.

Last month (March) Müller UK announced it was embarking on phase two of the development of the brand with the introduction of new pack designs and the addition of two new High Fruit Yogurt Smoothies.

The new pack graphics also place much greater emphasis on the brand’s 100% natural ingredients credentials with the specific number of ingredients and individual product attributes now being more clearly communicated on each pack.

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Anonymous	21 Apr 2008 08:42:21
If anyone knows the name of the woman that does the voiceover for this ad PLEASE let me know as i recognise her but can't put a voice to the name and it's driving me crazy. thanks

annomynus	24 Apr 2008 08:41:22
Thats why i just googled the advert. I think it sounds like Jill Halfpenny

jo	24 Apr 2008 08:42:35
its jill halfpenny who has been in corrie and enders to name but a few

Kaz	24 Apr 2008 08:43:42
It was driving me crazy too, I think it could be Jill Halfpenny, from Waterloo Road, and Eastenders.Could be wrong though....

rachel	24 Apr 2008 08:43:43
Its taken me a couple of days and its just dawned on me its Jill Halfpenny from Eastenders and think she done strickly Come Dancing aswell

sophie	28 Apr 2008 11:03:58
i think it is anna friel off the movie goal nd the tv program pushing daisy's its doin my head in i just wanna know who it is lol xx

kate	28 Apr 2008 11:05:06
yep its Jill Halfpenny from Strictly, Waterloo Road, Eastenders and Coronation Street (to name a few) because its been driving me mad because i thought it wasnt for ages but i now think it is!

lydia	30 Apr 2008 11:53:29
its definately Jill Halfpenny..was annoying me for a while too!

anon	01 May 2008 16:08:51
its jill halfpenny or should i say was, i see that her voice has been replaced (caught it earlier this evening) - wonder what brought that on?

Claire	13 May 2008 12:42:14
Has anyone actually compared the muller ingredient list to the petit filous ingredient list? All muller have done is put the ingredients into groups! so, whereas petit filous lists all the ingredients in fromage frais + other fruit and flavourings etc, muller just list fromage frais as a total ingredient. Misleading advertising?