Leeds couple Lucy Hind and Alan Lane are the stars of the third and latest execution to be unveiled in the Müller® Rice ‘Suprisingly Nice’ advertising campaign by VCCP which first hit the airwaves in May.
The new 20-second execution will herald the start of a new four-week TV burst for Britain’s biggest selling chilled single pot dessert brand1, when it breaks at the beginning of August.
Continuing the theme of the two previous ads in the campaign, the new execution homes in on a Leeds couple who regularly enjoy Müller® Rice as a tasty snack at any time of day.
Once again the new TV ad features two real life Müller® Rice consumers talking about why they like Müller® Rice.
Set against the Nina Simone ‘Ain’t Got No/I Got Life’ soundtrack, now synonymous with Müller® advertising, the couple are seen sitting on a sofa. Lucy says it’s the ‘loads of different flavours’ which appeal to her, while for Alan, strawberry is definitely his favourite.
“The beauty of them is you can just put them in your bag and have them anytime,” adds
Lucy. “They’re moreish,” replies Alan. And while Lucy says she likes to use a little spoon to savour her pot of Müller® Rice, Alan responds with: “Big spoon, little spoon! I’m a hulk of a man – I need a big one. If it were big enough to get a shovel in I would!”
The ad ends with a pack shot of Alan’s favourite Strawberry Müller® Rice surrounded by strawberries while a voiceover states: “Müller® Rice Surprisingly NiceTM.”.
It will be shown alongside the 30-second execution featuring another couple, the Johnsons, which was aired as part of the spring launch campaign, and forms part of a £4.5 million marketing spend behind the Müller® Rice brand this year Müller®.
Around 43 million consumers are expected to see the TV campaign during its second burst.
Chris McDonough, Marketing and R&D Director of Müller® UK, says: “The launch of the ‘Surprisingly Nice’ campaign in the spring heralded a new creative departure for Müller® Rice. It’s still early days, but in the first month of the launch of the new campaign, which coincided with the launch of our 2009 sampling activity, we have seen a significant uplift in Müller® Rice sales.
“Year on year, Müller® Rice sales volumes have been growing by a fairly impressive 14.8% - more than six times the 2.8% growth rate of the single chilled pot dessert sector.2 However, during May, the first month of the spring TV burst, the growth accelerated achieving a 21.8%2 increase on the same month in the previous year, so retailers should be prepared for the incremental sales which will undoubtedly be generated by the August ad campaign.”
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Müller® Rice – Reasons to be cheerful
* Müller® Rice is a £56 million brand1
* During the past year sterling sales of Müller® Rice grew by 21.9%1 and the number of pots sold increased by 19.2 million2
* More people are buying the brand – more than one in four households now purchase Müller® Rice3
* Regular Müller® Rice purchasers are continuing to trade up – 6-pack multipack sales are up by almost 38% in the past year1
1Source: Nielsen Scantrack, Total GB Chilled small desserts, Value 52 w/e 13.6.09
2Source: Nielsen Scantrack, Total GB Chilled small desserts, Volume 52 w/e 13.6.09
3Source: TNS Household Penetration, Total GB 52 weeks w/e 14.6.09
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Note to editors:
Müller® UK Telesales contact number: 01630 698600
Müller® Rice is the UK’s No 1 chilled pot dessert brand with a 11.8% value share of the chilled small desserts market Nielsen Scantrack 52 MAT w/e 13.6.09
www.mullerdairy.co.uk
Issued on behalf of Müller Dairy (UK) Limited
Tel: 01630 692000
Press enquiries, please contact: Shirley Braithwaite at Newshield PR.
Tel: 020 3008 8520 e-mail: shirley@newshieldpr.co.uk
