TBWA\London’s new campaign for Müller is all about the word of the moment, ‘local.’
Consumer awareness of Müller’s local credentials is low - not only are Müller yogurts produced in the UK, but the milk that’s used only travels 30 miles to the factory, and can therefore be taken from farm to be made into yogurt within 24 hours.
Understanding that this sets Müller apart, TBWA\London created ‘Milk Relay,’ a relay race involving people of all ages running with a glass of milk from a Müller farm in Shropshire, to a Müller dairy 30 miles away.
The commercial takes the idea of Müller as a foreign brand with no roots in the UK, and turns it on its head.
During the race, a voiceover proclaims “Shropshire. Home to grass, cows and the Müller dairy. So we can source 90% of our milk from within 30 miles and can go from farm to yogurt in 24 hours.”
The spot has an air of fun and vitality about it, reinforced by the Müller ‘theme tune’ of Nina Simone’s “I Got Life.” The song has become synonymous with Müller, appearing in their ads for the last four years.
The ad will run until until the end of September 2008.
Marketing and R&D Director for Müller, Chris McDonough, said, “We are aware that we haven’t made enough of our UK credentials as a driver to loyalty. TBWA’s campaign educates the consumer in a fun and creative way without preaching.”