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ADVERTISING CAMPAIGNS

Muller Rice ‘Leeds Couple’ advert

Agency: VCCP

Client: Muller

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 which first hit the airwaves in May.

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 Nice.”

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.

“The launch of the ‘Surprisingly Nice’ campaign in the spring heralded a new creative departure for Müller Rice,” Marketing and R&D Director of Müller UK, Chris McDonough, said.

“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.”

He adeded, “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. 

“However, during May, the first month of the spring TV burst, the growth accelerated achieving a 21.8% 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.”

AJR
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