The chilled desert category alone is a challenge for brands to cut through the noise, Müller wanted to create an engaging campaign to drive sales and increase penetration of Müller Rice by exciting the consumer whilst bringing back and integrating their brand ambassador Tasty B and make this a truly PR ‘able campaign.
KNOW
We know that to get a reaction and be noticed, surprise and delighting shoppers is key, using the true science behind winning promotions we supported Müller with a unique, interesting and engaging sound chip promotion.
FEEL
We gave twenty lucky shoppers the chance of finding special ‘singing’ Müller Rice pots. When a customer hears the Müller Rice bear ‘Tasty-B’ singing “mmm tasty” when they peel back the lid, it means they will have won £1,000. Pots were available across all major retailers within the UK and ROI.
DO
Our team managed the full on – pack campaign from creative design, supporting Müller with a seeding winning pots within their production runs, full winner management including free phoneline setup and ensuring the winner experience is second to none.
RESULTS
Not only was this promotion a first for the Müller brand it also showed some impressive sales results seeing base volume rate of sale up 9.3% compared to previous year & base volume up 9.1% vs previous year. This campaign also won the IPM campaign of the week.
