Müller unveils multimillion pound campaign for new yogurt brand

Müller Yogurt & Desserts has launched a multimillion pound marketing campaign for its new gut health yogurt brand, Gut Glory.

The campaign went live yesterday with an advert that will appear on TV, on demand and YouTube until 7 March. In addition, a ‘try me free’ offer, running from 14 February to 30 April, will drive further trial of the big pot range, with shoppers getting a full refund by filling out an online claim form.

A mixture of in-store activation and digital marketing will take place with Asda, Morrisons and Sainsbury’s, featuring digital 6-sheets, retailer aisle fins, and online digital banners. The campaign will also feature across social media and influencer collaborations.

Gut Glory is a creamy yogurt which contains live cultures, it is a source of calcium and is made in Shropshire, England, using milk from British farms.

Müller said the new brand, with an irreverent tone and a contemporary and simple design, will add excitement and inspiration to the digestive health yogurt segment.

“We have developed a modern gut health brand that doesn’t just focus on the science, and our campaign reflects this,” Justin Cook, chief executive officer of Müller Yogurt & Desserts said.

“Our research suggested that potential new shoppers were put off by existing gut health options that were too functional, clinical or scientific, so our campaign is bold, irreverent, animated and fun, which should really help Gut Glory stand out from the crowd.”

The Gut Glory range is available in two pack sizes, 450g big pots in Salted Caramel and Strawberry with fibre and four pack single flavour 125g pots, in Strawberry, Rhubarb and Peach & Mango with fibre.