How VCCP and Müller got the nation hungry for Corners
VCCP and Müller won at The Drum Awards for Out of Home 2022 in the Special Builds for its Müller Corner Speaks Louder Than Words. Here, we find out more about how Müller reclaimed its iconic status.
VCCP and Müller Corner OOH activation
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Few things are more at home in Britain’s fridges than Müller Corner. But, in recent years, Müller had started to lose its crunch and was in danger of being forgotten. To reignite hunger for the brand, VCCP and Müller simply needed to remind people why they fell in love with Müller in the first place. So, they did just that, by showcasing their most distinctive and loved asset for all to see in OOH.
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The brief
Laying dormant, and on the cusp of its 30th anniversary, Müller decided there was no better time to reawaken the giant. As they blew out the candles to a significant milestone, they confidently set a promise to reestablish their rightful place as a market leader.
With a well-known, well-loved icon on their hands, they knew they had to leverage the key assets they’d spent so many years building into consumers' hearts and minds. Namely, their split-pot format. About as iconic as Müller Corner gets.
They also knew that if they wanted to reignite their iconic status, they had to behave like an icon, meaning OOH would have to be their hero channel.
So the brief was simple, to remind people that Müller is the original corner yogurt by leveraging the key brand elements and iconography people know them best.
The idea
Using a bold, visual platform, they were able to create an OOH campaign that let the split-pot do the talking.
They realized with such a famous product, their audience didn’t really need to see much of it to know it could only be a Müller Corner. So, to reinforce that instantly recognizable iconic status, they decided to go against all conventions and only show a tiny bit of the foldable corner.
They started by playfully reminding consumers of the product format they love with strikingly confident special-build and standard OOH executions.
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The results
Though the campaign is still ongoing, there are some clear indicators of the campaign's success.
Within a matter of days of hitting Britain’s high streets, bus stops and train stations, Müller found its way onto its social feeds and people started talking about Corner again. So much so, Müller social mentions increased a massive 60% after the campaign launch.
The public has also started to recount their memories, debating their favorite flavors and making impassioned claims for the ‘right’ way to eat it.
Hitting the airwaves to the eight million weekly listeners of the UK’s most-loved radio station, Müller Corner was announced as being well and truly back.
Above all, it showed that all creative bets had paid off. That their goal of reasserting icon status with the British public was ringing true, loud, and clear.
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This campaign was a winner at The Drum Awards for Out of Home 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.