Müller Light’s humorous new masterbrand campaign by VCCP: 'Get The Good Going'

Müller has launched a new integrated masterbrand campaign called ‘Get The Good Going’ created by VCCP. The multi-million campaign features Müller Light as the focus of a new Müller Yogurt & Desserts Masterbrand advert. The campaign aims to break category norms with a humorous approach, exaggerating the impact of making healthier choices, no matter how small.

As the diet yogurt category has declined and health trends have evolved, Müller has identified an opportunity to offer a more inclusive approach to health. The campaign spotlights Müller Light as a simple, healthier choice and aims to position it as a positive product through various marketing channels.

The campaign, created by VCCP and directed by Rosie May Bird Smith, features a 30-second film showcasing the positive impact of choosing a healthier snack. It also includes out of home, social, and shopper content. The campaign commenced on July 15th across various media channels.

Vicky Morgan, Health Brands Segment Lead at Müller, said: “This new campaign and the relaunch of Müller Light comes after extensive consumer research, confirming the demand for lighter yogurts that taste great and make you feel good when making a healthy choice.”

Colin McKean, Creative Director at VCCP, mentioned, "In a category filled with guilt-inducing messaging, we wanted to do something different. Instead of featuring unattainable models, our TVC features an ordinary person getting their 'good going.'"

The campaign is supported by out of home, social and shopper content, also created by VCCP. It will run from 15th July across TV, radio, OOH, press and social. Design and artwork was led by VCCP’s production studio Girl&Bear while 3D motion, social assets and animations were created by Bernadette, also part of VCCP. Media planning and buying was driven by EssenceMediacom and influencer was handled by Ogilvy PR & Influence.

The campaign follows on from the recent ‘Rice, Rice Baby’ OOH campaign, dramatising the effects of Müller Rice Protein as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole.

Müller is a part of Unternehmensgruppe Theo Müller and is ranked within the top 20 in The Grocer’s Top 100 list of Britain’s Biggest Brands. The company aims to create millions of Müller moments for its consumers and to add taste to life, inspiring people to live happier and healthier lifestyles.

CAMPAIGN TITLE: GET THE GOOD GOING
CLIENT: Müller
MANAGING DIRECTOR: Richard Williams
STRATEGY & MARKETING DIRECTOR: Toby Bevans
BRAND DIRECTOR: Markéta Kristlova, Vicky Morgan
BRAND TEAM: Jonathan Prince, Ellie Cotton, Thiemo Mallwitz, Carsten Weinert, Ellie Cooper

ADVERTISING AGENCY: VCCP Blue
CREATIVE DIRECTOR: Colin McKean, Emma Houlston
SENIOR CREATIVES: Sophia Johnson,Sophie Szilady
CREATIVES: Dan Ahern, Didima Arrieta
CREATIVES: Josh Clarke, Daisy Elsden
CEO: Cliff Hall
BUSINESS DIRECTOR: Nick van Buuren
SENIOR ACCOUNT DIRECTOR: Marina Damato
ACCOUNT DIRECTOR: Linn Collier
ACCOUNT COORDINATOR: Emma Harpin
CSO: Max Keane
PLANNING DIRECTOR: Sarah Benson
SENIOR PLANNER: Matt Hayes
JUNIOR PLANNER: Iona Inglis Nour Gado
AGENCY TV PRODUCER: Rosie Good
AGENCY CREATIVE PRODUCER: Katy Dale

DESIGN & ARTWORK: Girl&Bear
DESIGN RESOURCE MANAGER: Yasmine Moridi
SENIOR DESIGNER: Ruggero Gualdesi
SENIOR DESIGNER : Bruno Rovarotto
ARTLAB MANAGER: James Perry
ASSISTANT ARTLAB MANAGER: Sam Weight

DIGITAL PRODUCTION: Bernadette
ASSOCIATE PROJECT DIRECTOR: Luke Dougherty
SENIOR PROJECT MANAGER: Francesco Segramora
SENIOR PROJECT MANAGER: Sue Awotar
CREATIVE DIRECTOR: Will Aslett
DESIGN DIRECTOR: Gilles Bestley
3D DESIGNER: MARK Chivers
MOTION DESIGNER: Dexter Marshall
SENIOR DESIGNER: Martin Pavlica

MEDIA BUYING AGENCY: EssenceMediaCom
BUSINESS DIRECTOR (PLANNING): Colby Adam
SENIOR ASSOCIATE DIRECTOR (PLANNING): Sophie Sweetland
SENIOR ASSOCIATE DIRECTOR (STRATEGY): Alex Rubins
SENIOR ASSOCIATE DIRECTOR (DIGITAL): Helena Ojakovoh
SENIOR ASSOCIATE DIRECTOR (AV): Jamie Smith
ACCOUNT DIRECTOR (PLANNING): Dmitriy Antropov
ACCOUNT DIRECTOR (OOH): Hannah Payne
ACCOUNT MANAGER (AV): Amitesh Das
ACCOUNT MANAGER (AV): Harry Dakin-Brown
ACCOUNT PLANNER: Imogen McNally

PRODUCTION COMPANY: Biscuit Filmworks
DIRECTOR: Rosie May Bird Smith
EDITOR: Beth Roberts
EXECUTIVE PRODUCER: Hannah Bayatti
PRODUCER: Adam Oyejobi
HEAD OF PRODUCTION: Emily Atterton
MANAGING DIRECTOR: Rupert Reynolds-Maclean
DIRECTOR OF PHOTOGRAPHY: Benedict Spence
PRODUCTION DESIGNER: Sarah Jenneson
PRODUCTION ASSISTANT: Adam Sarr
PRODUCTION ASSISTANT: Dalia Saeed
COSTUME DESIGNER: Wiz Francis
CASTING DIRECTOR: Clair Catterson
HAIR AND MAKEUP ARTIST: Eve Coles
POST-PRODUCTION COMPANY: Absolute Post
POST PRODUCER: Yasmin Tilly
COLOURIST: Juliette Wileman
AUDIO POST-PRODUCTION COMPANY: Jungle Studios
SOUND ENGINEER: Ben Leeves
MUSIC COMPANY: Twelve Decibels