LONDON - Müller UK & Ireland with VCCP invite us all to GET THE GOOD GOING in their latest OOH ads taking over Waterloo and bus stops across the UK. It’s all part of their reinvention of the Müller Light line. And along with striking typography and a strong brand line, this partnership with VCCP adds another notch on Müller’s reputation for unexpected, category-defying OOH. GET THE GOOD GOING is a new integrated masterbrand campaign created by VCCP.

What’s particularly great about the collection of OOH ads is the immersive feel. It’s a TV commercial jumping out at you. I’m creating an ad of that moment, that first spoon of yoghurt to GET THE GOOD GOING. 

And this 365 campaign, along with another super quirky TV ad, is helping the consumer see that to GET THE GOOD GOING, it’s not always a slice of chocolate cake. The campaign showcases the knock on effect of making healthier choices, complete with Müller’s new packaging.

Victoria Morgan, Health Brands Segment Lead at Müller shared with us that “Simplicity & impact are key comms criteria I live by when evaluating ideas. This campaign nails both, showing the strength of the insight and power of great strategic thinking, which is only achievable through strong collaboration. I’m immensely proud of the brand and agency teams on the brand transformation we’ve landed here.”

Referring to both the TV ad and OOH, Laura Butler Senior Brand Manager at competitor brand Arla Lactofree says,  “Super strong consistency! Great to see this messaging brought into the OOH space.”

Sophia Johnson, Senior Creative at VCCP comments, “Get The Good Going as the brand endline is a testament to strong strategic thinking early in the process. It's the kind of platform that's resulted in hours of conversations that start with 'what if we...' and as a Creative, you can't ask for more than that.”

Müller UK & Ireland have suffered profit slumps in recent years mainly due to inflation. The brand sold off its loss-making Milk & More doorstep delivery service to Freshways Group for a nominal sum last.

Speaking to The Grocer earlier this year, Müller ‘stressed the overall health of the business was positive, with both divisions making strong progress in 2023, driven by a major brand refresh across yoghurt, a major TV campaign and a first move into planted yoghurt alternatives, in addition to growth in milk via long-life NPD.’ 

In the face of plant-based alternative’s strong growth, this latest Müller 360 campaign with VCCP invites us to watch a new, positive reinvention for the Müller Light range and we are here to see Müller GET THE GOOD GOING. 

And, in addition to new design packaging and a new global brandmark, what I am looking for is improvements to the product next. I don’t always agree with Mark Ritson, the Marketing Week columnist, but he makes a good point in his article on Liquid Death. “Too often when I talk to marketers…they quickly point out that their team is not involved in new product development.”

I understand that as part of the revamp, vitamins have been added to the yoghurt’s recipe, but

Müller would do well to consider opting for a more healthier sweetener for it’s range of yoghurts. Sweeteners aspartame, acesulfame K as part of a ’healthy choice’ yoghurt? There’s so many more healthier options to sweeten it up for the consumer. But perhaps this is the next step in the reinvention of Müller Light.

So, let‘s GET THE GOOD GOING! 

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CREDIT: 

Sophie Szilady, Emma Houlston, Colin McKean, Katy Dale, Ariana Balsaras, Nick van Buuren, Linn Collier (née Bodin), Matt Hayes, Emma Harpin, Marina Pousada, Damato Marketa, Sarah Benson, Max Keane, Sarah Lasen ‍

VCCP Müller UK & Ireland Victoria Morgan, Jonathan Prince, Ellie Cotton, Bruno Rovarotto Leonardi, Ruggero Gualdesi. Girl&Bear, James Perry, Sam Weight, Essense Media