Müller launches new Müllerlight campaign to drive category growth

Müller Yogurt & Desserts is kicking off the year with the launch of a new Müllerlight campaign.

Aiming to target category growth, the dairy company’s new campaign is positioning Müllerlight’s variety of flavours as a way to brighten up the coldest and darkest months of the year.

The campaign launched on 2 January and includes print and out of home advertising, point-of-sale, radio and PR.

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The Müllerlight range, which is available in several flavours, is fat-free, 99kcal or less, contains 0% added sugar, and is high in protein.

To highlight the variety of flavours of Müllerlight products, each advertisement will feature different messaging that will change throughout each month in the first quarter of 2023, with the first encouraging consumers to “grab January by the spoon” and to “lighten up those wintry nights”.

According to Müller, its yoghurts can be found in more than a quarter of the nation’s fridges. The company therefore plans to use this new campaign to drive growth within the health segment.

November and December of 2022 featured a bold and energetic Müller Rice campaign with England international footballer Declan Rice, introducing the product to a new and younger audience.

“We know Müllerlight is one of the nation’s favourite yogurt brands, and our category research has shown us that consumers love it for the variety of indulgent flavours, as well as the enjoyment which comes with a fat-free, high in protein yogurt with no added sugar,” strategy and marketing director at Müller Yogurt & Desserts, Toby Bevans said.

He added: “This iconic product is versatile and has great potential for growth by broadening the appeal to a variety of both new and existing audiences.

“We believe we can grow the health segment, encouraging consumers to brighten up the gloomiest months by indulging in a tasty range of Müllerlight flavours.

“We want to bring a new level of excitement for our much-loved core range of branded yogurt and desserts, and we hope to do exactly that with this new campaign.”

The news comes as Müller will be introducing revised milk contracts which will mark a major change in how it will pay for its milk, with the mission of helping to stabilise milk prices in the supply chain.



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