British Athletics partner Müller leveraged its sponsorship ahead of the Summer Olympic Games with an irreverent and playful campaign promoting Müller Corner and fronted by World Champion sprinter Dina Asher-Smith.
The diary yoghurt and desert brand campaign, called ‘Peel Back & Play’, sets out to excite the nation out of lockdown and ahead of the Olympics by challenging the usual category marketing campaign conventions. It does this by reminding people how the product offers fun and sensory mental health benefits as well as physical health ones by inviting viewers to play with their food.
The activation is led by the first of three television commercials which remind viewers how Müller Corner brings little moments of pleasure to the everyday and features athlete ambassador and new 200m World Champion Asher-Smith in an art gallery style setting.
As the UK’s fastest woman and a leading Team GB 2021 Olympic Medal hopeful, the brand believes that she embodies everything Müller stands for: health, kindness, confidence, excitement and positivity.
The campaign, developed in harness with creative agency VCCP, seeks to drive home messages about the role of both fun and taste in inspiring people to live happier and healthier lifestyles.
The activation aims not simply to reflect Müller belief that food should be a source of health and pleasure
“We’re the nation’s favourite yogurt brand because we add taste to life. Our core Müller Corner range epitomises this, having been a family favourite for over 30-years. Over the last year, people are eating at home more and looking for brands that they love and trust, and during this time, it’s been vital to help support and uplift the nation,” commented Müller Strategy & Marketing Director Michael Inpong. “ So that’s why we are delighted to once again partner with our inspiring brand ambassador and World Champion, Dina Asher-Smith to bring out the fun, creative and playful elements we know are synonymous with our iconic range”.
Tony Hector, VCCP Group Creative Director, added: “We created a fun and playful campaign that highlighted the experience of eating a Müller Corner. The TVC was shot handheld, which made it playful as well as more engaging. The tone, execution and campaign is built around the fantastic Dina Asher-Smith; she is a true embodiment of Müller’s happier and healthier purpose, which is especially important now more than ever to our audience. Huge credit and thanks to Müller, Academy, Dina and all the teams in creating a campaign we’re incredibly proud of, in particular during challenging circumstances.’
The campaign was created for Müller Strategy & Marketing Director Michael Inpong and Senior Brand Manager Michaela Hickey by VCCP Blue.
The agency team included Group 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, Account Executive Paul Keenan, Producer Nosisa Majuqwana, Executive TV Producer Simon Plant, Planning Director Melani Parsons, Planner Matthew Hayes and Senior Creative Producer Callum Furminger.
The media agency was MediaCom, the production company was Academy with Director Nadia Marquard Otzen, Producers Dulcie Kellet, Production Manager Antonia Vickers, Post Production Manager and Editor Anders Jon Peterson of ArtOfficial Agency, with sound design by Dugal Macdiarmid of Wave, plus Composer Anders Vesterdahl, with post production by Framestore’s Emma Cook, Simon Bourne and Darren Nicholson.
Comment:
The last time Asher-Smith fronted a campaign for the brand was in October 2019, while other recent Team GB athlete ambassador fronted spots include work with World Heptathlon Champion Katerina Johnson-Thompson in April 2020 and with team GB Paralympic star Hannah Cockroft MBE in August 2020.
Müller’s relationship with British Athletics was last extended in January 2019 to run through to the end of 2022 and includes being the title partner of the outdoor British Championships in 2020, 2021 and 2022
Links:
Muller:
British Athletics
https://www.britishathletics.org.uk/
Leave a comment
You must be logged in to post a comment.