Mller and Early Learning Centre team up

Yoghurt brand Müller has launched a £1.25m television advertising campaign to highlight its promotional partnership with children’s retailer the Early Learning Centre (ELC).

The partnership will see on-pack promotions for a win-a-toy competition and 20% ELC discount vouchers on children’s sub-brand Müller Little Stars until the end of May. The promotion will feature across the Little Stars range of smooth yoghurts, fromage frais and fruit juice jellies.

The TBWA created campaign will break next week and is projected to be seen by 85% of mums with children aged three and under at least five times. Media planning is being handled by Mediacom.

The ad is based on a new 20-second edit of the ‘Mum Calling’ TV ad aired last year and will feature a new voiceover, an additional shot showing lines of wool leading into an Early Learning Centre together with a new 10-second tag and end frame highlighting the on-pack ‘Win Toys Every Day’ promotion.

The yoghurt brand will receive reciprocal promotion on the ELC website, an email ad sent to the retailer’s database of half a million customers and a money-off coupon handed out in-store.