London, 17th July 2024: Today, Müller launches ‘Get The Good Going’, a new integrated masterbrand campaign created by VCCP.
The multi-million integrated campaign will see Müller Light as the focus of a new Müller Yogurt & Desserts Masterbrand advert. The campaign, which spans across TV, out of home, social, radio, retail in-store and press, aims to break norms of the category with a humorous spot exaggerating the feeling of transformation when you make that one healthy choice, no matter how small.
As the diet yogurt category has declined in recent years, health trends have evolved – leaving ‘fat free’ products feeling outdated. This cultural shift towards healthier living has created an opportunity for Müller to offer a more realistic and inclusive approach to health.
This campaign spotlights Müller Light as a product that is seen as a simple, healthier switch. While Müller is already in 1 in 4 of the UK’s fridges1, ‘Get The Good Going’ aims to position Müller Light as a positive and uplifting product through continual investment in marketing, as the brand continues to put smiles on faces across the nation.
The campaign is centred around a 30” film created by VCCP and produced by Biscuit Filmworks. The film, directed by Rosie May Bird Smith, aims to capture attention through an unlikely protagonist, demonstrating the knock-on effect of swapping to a healthier snack can only bring good things.



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.
Vicky Morgan, Health Brands Segment Lead at Müller said: “This new campaign and the relaunch of Müller Light comes off the back of extensive consumer immersion that confirmed there is still a place for lighter yogurts that taste great, but importantly leave you feeling good when you make a healthy choice. Over the last two years the Müller brand has been on a transformation and Muller Light is the next in the portfolio to go live with new designs, recipe and comms idea.”
Colin McKean, Creative Director at VCCP said: “”In a category still filled with guilt-inducing messaging and unrealistic representations of people, we were keen to do something different. So we based Müller Light’s new campaign on a simple, honest insight – when you eat something healthier, you feel good, which makes it more likely the next thing you do will be healthier too. And rather than featuring the usual unattainable model-type in a glamorous/sporty location, our TVC features the magnificent Brian, getting his good going in a charity shop.”
- CAMPAIGN CREDITS
- 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
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