A new £1.5 million TV, press, cinema and outdoor advertising campaign is now being rolled out to support the Müllerlight ‘Inspired by’ range of dessert-inspired yogurts launched by Britain’s biggest selling fat free yogurt brand earlier this summer.
‘Museum Café’ – a new 30-second TV ad - is spearheading the campaign which will also see a bespoke ‘Inspired by’ consumer press execution running in women’s magazines and slimming titles, and on 6-sheet posters.
The three-month campaign kicks off with TV and posters breaking at the beginning of September followed by press ads running throughout October and November. The activity forms part of a £7 million marketing spend behind the Müllerlight brand this year.
Set in the light and airy cafeteria of a museum, the debut TV ad for the Müllerlight ‘Inspired by….’ cheesecake yogurts shows three girlfriends each lost in their own dreamworld as they enjoy the yogurts, absolutely oblivious to the noisy chaos being created around them by the clumsy curator.
A voiceover urges the viewer to: ‘Lose yourself in the creaminess of Strawberry Cheesecake flavour Müllerlight. Part of our delicious new desserts inspired range of fat free yogurts.’
The ad closes with a pack shot of a Müllerlight ‘Inspired by’ 6-pack and the text ‘Inspired by desserts. Eat happily ever after’ which echoes the text on the press advertisements.
“The Müllerlight ‘Inspired By’ range is already hitting the mark with consumers and looks set to have just as big an impact as the Müllerlight with Chocolate Sprinkles range, and this has so far been achieved without the benefit of advertising support.
“More than 4 million Müllerlight ‘Inspired By’ pots were sold in the first four weeks of launch, and 61% of this volume has been incremental to the adult yogurt category3 so it has got off to a good start,” said Müller Dairy’s Interim Marketing Director, Jonathan Dee.
“When the TV and press ad campaign kicks in we’re expecting an even bigger sales surge for these new lines as consumer awareness gains momentum in the weeks ahead. In fact, we are already looking at expanding the single pot range.”