The brand is launching a television and consumer press advertisement featuring the “many different facets of Joanna Lumley’s full and varied lifestyle”.
At the same time, new packaging for Müller Vitality yoghurts and yoghurt drinks will be introduced featuring an endorsement from Joanna Lumley stating “I benefit from the probiotic yogurt with the probiotic difference”.
The 30-second TV ad will be on air for 12 weeks from the beginning of April through to June, with the press campaign running concurrently in lifestyle magazines and supplements.
The campaign has been developed by TBWA to appeal largely to the 55-plus age group who the company says believe maintaining good health through balanced meals is a priority.
Danone probiotic yoghurt brand Activa is using actress Martine McCutcheon as its brand ambassador.
Jonathan Dee, Müller Dairy’s interim marketing director, says: “The key to releasing the full potential of the functional yoghurt and yoghurt drink sector is to cut through the confusion and scepticism which has been holding back the sector. We need to ensure consumers understand what’s different about the brand and what the benefits are and this is exactly what the new Vitality campaign sets out to do.”
Dee adds: “We’ve also undertaken extensive research to explore where the biggest opportunity for growth lies for Vitality so that we can take a more targeted approach to our marketing. The Vitality proposition has a very strong appeal to mature consumers who are pursuing a healthy and balanced diet and lifestyle.”
Lumley came top in the list of positive celebrity role models generated by the Millward Brown Cebra tool covered in Marketing Week’s lead feature this week.