A new TV and consumer press advertising campaign created by VCCP for the Müller® Healthy BalanceTM Corner® brand which was re-launched last month (June), aims to encourage consumers to start their day with a pot of Müller® Healthy BalanceTM Corner® as part of a major push to increase yogurt consumption at breakfast.
Breaking in mid-July, a new 20-second TV execution entitled ‘Heel’ and a new consumer press ad both focus on breakfast-time, emphasising the brand’s ‘delicious low fat bio yogurt and crunchy fruit granola’ credentials to drive home the ‘start the day’ message. The 12-week TV and press campaign will run concurrently with on-line activity through to mid-October.
The opening sequence of the TV ad pans across a sunlit kitchen scene at breakfast, picking out a delicious bowl of fruit and a jug of fresh milk on the table, while a couple of jars of crunchy granola can be seen on shelves in the background. A woman in her mid-30s is enjoying a pot of Müller® Healthy BalanceTM Corner®.
Accompanied by Nina Simone’s ‘Ain’t Got No/I Got Life’ soundtrack, now synonymous with Müller® advertising, the voiceover proclaims: ‘New Muller® Healthy BalanceTM. The perfect way to start a feel good day!’
The woman sets off for work with a spring in her step. As she walks along a busy street, the heel on her shoe breaks off. Unperturbed, she carries on serenely as if nothing has happened and the voiceover explains ‘And when you feel good, nothing can get you down.’
The sequence closes with a shot of the yogurt swirling into a Müller® Healthy BalanceTM Corner® twin pot which is then shown alongside a jug of milk, fresh strawberries and a jar of granola while the voiceover proclaims: ‘Delicious Low Fat Bio Yogurt. Crunchy Fruit Granola. New Muller® Healthy BalanceTM’.
Forming a major part of the £2 million marketing support package behind the re-launch of Müller® Healthy BalanceTM Corner®, the TV ads are scheduled to appear on air during breakfast programmes’ ad breaks as well as in other daytime and evening slots, and will be supported by a press campaign in women’s weekly and monthly titles as well as week-end supplements, plus on-line activity.
Chris McDonough, Müller UK’s Marketing and R&D Director, says: “Research shows that the consumer quest for healthier eating is more evident at breakfast than any other meal time. Breakfast is now the healthiest meal of the day with one in four breakfasts consumed at home being chosen for healthy eating reasons1, and this is a trend which has been steadily growing over the last four years1.
“Over this period breakfast servings of yogurt have increased by 20%, amounting to 56 million more servings of yogurt and making yogurt one of the fastest growing categories for health at breakfast1.”
Chris McDonough adds: “We want to continue driving that shift, and the new Müller® Healthy BalanceTM Corner® advertising campaign aims to highlight the healthy credentials of the brand – the fact that it is low fat and that it’s all from natural ingredients with bio yogurt and fruit granola. We’re also encouraging retailers to carry this message through at the point of purchase by merchandising Müller® Healthy BalanceTM Corner® alongside other low fat yogurts to raise awareness of the brand amongst ‘healthier yogurt’ consumers who shop this part of the fixture.”
The June re-launch signaled a significant upweight in investment and a new strategic direction for the Müller® Healthy BalanceTM Corner® sub-brand which over the past year has generated annual retail sales of £11.4 million and sold over 31 million pots2.
1Source: TNS Worldpane Usage 12 months ending August 08 – in home consumption
2Source: Nielsen Scantrack MAT w/e 13.6.09
ENDS
1Müller® is the UK’s number one yogurt brand with a 35% value share of the total yogurt market Nielsen Scantrack 52 MAT w/e 13.6.09 www.mullerdairy.co.uk
For more information contact Jane Fernley at Resonate on Tel: 020 7861 3803 or email: jfearnley@resonate.uk.com
