Müller, the biggest yogurt brand in the UK, is hoping the ’Thank you Cows’ repositioning will attract new consumers and shake up the category.
At the heart of the campaign is Mary, a cow who has always dreamed of being a horse.
As Müller’s way of thanking her for producing the milk that is used to make yogurt, Müller Corner gives Mary the opportunity to let her inner horse free by galloping along a beach.
The campaign breaks today and runs on television, in cinemas, print and press and portions of the ad will run on digital escalator panels. It has been created by VCCP.
At the same time, new idents for Müller’s sponsorship of Channel 4’s ’Deal or No Deal’ are being created. The brand will also use its sponsorship of Classic FM’s ’Brighter Breakfast’ programme to push the repositioning.
Müller’s most recent TV work is a campaign starring Joanna Lumley promoting the pro-biotic range Müller Vitality. The campaign, created by TBWA, runs until June.