On 3 May Müllerlight rolled out its latest wave of Team GB marketing in the form of an integrated campaign called ‘Have It All’ champions and empowers British athletes and which also introduces a new strategic positioning.
The multi-channel activation, created in harness with agency VCCP, is led by a series of films fronted by Team GB athletes and brand ambassadors who remain the brand’s marketing pillar of health utilised to inspire consumers to live healthier and thus happier lives.
The work, which has a particular focus on championing female empowerment and diversity, leverages a big summer for British athletics with the Müller Anniversary Games in July and the Tokyo 2020 Olympic and Paralympic Games in July, August and September.
The TV-led multi-million pound campaign is built on a series of seven interconnected commercials featuring World Champion Heptathlete Katarina Johnson Thompson and European Champion Laura Muir.
The commercials span TV, VOD and online formats and are supported by behind-the-scenes spots, a social media content and an influencer strand, plus in-store work and a dedicated micro-site, and a product sampling campaign which will see 400,000 yoghurt pots sampled through the summer.
The creative features a period drama setting, a voiceover by Bridgerton actress Ruby Barker and a soundtrack by Goldens called ‘Don’t Blink’ co-written by multi-platinum songwriters Fiona Bevan, Varren Wade and Grammy award nominated Brian Kierful.
The campaign launched on 3 May with ‘Have It All – Episode 1’ featuring Katarina Johnson Thompson in lavish period costume promoting Müllerlight yogurt’s ‘decadent world of indulgent flavours with 99 calories or fewer and introducing the #HaveItAll campaign hashtag.
The launch film was followed by ‘Episode 2’ fronted by middle distance runner Laura Muir.
“Müllerlight is one of the nation’s favourite yogurt brands because it offers flexibility – if people are craving indulgent flavours, they can do so guilt free,” explained Müller Yogurt & Desserts Strategy & Marketing Director Michael Inpong. “With this campaign we want to inspire people to live happy and healthy lifestyles whether you’re a world-class athlete, or member of the general public, we’re all human beings with needs and desires.”
VCCP Creative Director Tony Hector added: “To help empower people to embrace their cravings and reinforce the idea of permissible indulgence, we created a glamorous, decadent Müllerlight world. Taking our athletes out of their usual clothing and putting them into luxurious period costume, we showed how with Müllerlight you can truly have it all”
The campaign was created for Müller by a team at creative agency VCCP which included Creative Directors Tony Hector and Christine Turner, Associate Creative Directors Didima Arrieta and Dan Ahern, Business Director Nick Van Buuren, Senior Account Manager Justine Pescher, Planning Director Melani Parsons, Planner Matthew Hayes, Agency TV Producers Simon Plant and Izzie Haak and
Agency Creative Producer Callum Furminger.
The media buying agency was Mediacom with Media Director Emma Franklin and Media Planner Alex Rubins & Kelsey O’Neal.
The production company was Merman with Director Martin Krejci, Editor Filip Malase, Executive Producer Spencer Dodd and Producer Nick Goldsmith.
Post-production was by Black Kite with audio post by Wave, photographer by Sean Collymore, with music supervised by Lizz Harman @ DLMDD and PR and social from Sylo Communications.
Comment:
While several brands have moved spend away from sports activation and entertainment marketing during the pandemic, Müller has stood strongly by Team GB and its athlete ambassadors and has also continued to invest and support sports at a grassroots level too.
Since partnering with British Athletics back in 2016, Müller’s marketers have made the sports space a key part of its marketing mix in the UK.
Continuing this strategy through the summer certainly seems sensible in light of a recent YouGov poll which found that athletics is seen as ‘Britain’s most exciting sport’.
This new wave of work follows on from Muller’s Asher-Smith fronted ‘Peel Back & Play‘ campaign earlier in March 2021.
Interestingly, this work sees the yogurt brand switch from ‘eating right’ to ‘inspiring and empowering people to positively embrace their cravings’.
The brand repositioning follows on from insight generated through a Müllerlight research study into the psychology of weight management which found that consumer food-relationships are deeply psychological and that ‘indulgence is actually a necessity for successful weight management’.
Thus, in an attempt to stand out and cut through in the increasingly competitive health category, this campaign sees Müllerlight seek to carve out a unique space for consumers with weight worries who have a way to satisfy their treat cravings without any need to regret it afterwards.
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