Müller drafts in Yogi Bear for £20m push

Müller has licensed cartoon characters Yogi Bear, Muttley and Mr Men to star in a £20m campaign that pushes the yoghurt brand as “fun and delicious”.

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Television ads, created by TBWA, invite people to “stir a little bit of Wünder” into their lives by eating yogurts and dessert. It introduces the strapline “Wünderful Stuff”.

The cartoon characters are seen transforming a grey city into one with bright colours, rainbows and unicorns.

TV activity, which breaks 8 October, is backed by outdoor, online, print, cinema, social media and point-of-sale ads.

Lee Rolston, marketing director at Müller Dairy, says: “Over the years we have continued to stir in an imaginative mix of ingredients to turn a product which was seen as plain and ordinary into something which is fun and delicious.

“That’s exactly what the ’Wünderful Stuff’ campaign sets out to do. It captures the essence of the Müller brand which is essentially all about the enjoyment and fun of a great-tasting product.”

To see some of the most recent food ads click through to Pitch’s list here

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