Out with the new, in with the old: how Müller turned the corner

IPA Effectiveness Awards Case Study 2024

Once 80%, penetration of yoghurt maker Müller had declined over decades, falling to about 53% by 2022. Between 2018 and the year before the campaign in this case, volume sales fell 85% and value sales 72%. The brand was at risk of extinction. The role for communications was to re-imagine and remind Britons why they loved Müller, reviving distinctive sub-brand assets such as a ‘Rice Rice Baby’ jingle used for Müller Rice, and creating new humorous TV ads for the masterbrand. By comparing Müller’s subsequent performance with pre-activity trends, econometrics estimated advertising generated £44.5m of incremental value and an ROI of £2.33.

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Client Statement

Markéta Kristlova, Brand Equity Lead Müller UK&IE, Müller

The introduction of our Love Every Bit platform and approach to revitalising our familiar assets has resulted in a dramatic and truly transformational turnaround for Müller - setting us well on our way to returning the brand to greatness.

It's been a journey that has provided important lessons not just for us internally, but for the wider marketing community. Like many, we are an organisation with a rich history and a plethora of assets, but in attempts to modernise, in recent years had moved away from or deemed many to be surplus.

Our story showcases the value of not just searching for and using what makes our brands unique, but going one step further and reimagining them in a way fit for today's world.

There has been real tangible impact, as the campaign has served to change our approach to building our brands and can be seen in every facet of our marketing culture from developing strategy, creative to new product development. Alongside driving a renewed drive for effectiveness across the business and agency partners.