TBWA\London has created this new £3 million campaign for Müllerlight, designed to advocate carefree healthy eating.
Aimed at anyone and everyone who wants to eat healthier, the national TV and press campaign aims to communicate carefree healthy eating by poking fun at fad diet books and goes against convention in the dieting category by avoiding a worthy tone and scientific details.
The creative idea behind the ads is essentially liberation from faddy diets, which are running rife since the new year as part of new year resolutions.
One spot depicts a bride and groom exiting the church as confetti rains down on them. The camera pans up to reveal three women feeding fad diet books into a wood shredder above the couple.
Another execution features women putting fad diet books into a clay pigeon machine, giggling as they tuck into a Müllerlight and watch the books explode as they’re shot.
The campaign’s strapline, ‘Eat Happily Ever After’, reinforces the message of putting the fun back into healthy eating.
Tim Lindsay, president of TBWA\ UK Group, said, “Müllerlight continues to play a critical role in the Müller brand portfolio, we needed a very clear positioning for the brand in 2009. The new ‘Eat Happily Ever After™’ campaign for Müllerlight celebrates healthy eating which is the right message for the category and is in keeping with the values of the Müller brand.”
Chris McDonough, marketing and R&D director, added, “Müllerlight has had a tremendous year and we have every intention of stepping up the pace in 2009. With New Year Resolutions and consumers’ intentions to adopt a healthier lifestyle at their peak in January, it represents a prime opportunity to highlight the message that you can ‘Eat Happily Ever After’ in the knowledge that Müllerlight is fat free, made with real fruit and a source of calcium.”
Media planning and buying was handled by MediaCom.
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