Müller Moves to Inspire Happier and Healthier Lifestyles
Müller, the number one dairy brand in the UK[1], has recruited 1500m British Record Holder, and European and World Medallist Laura Muir, and Pole Vault British Record Holder Holly Bradshaw, as brand ambassadors. Laura Muir, who will attempt to break the 1,000m world record at the Müller Indoor Grand Prix in Glasgow on 15 February 2020, joins Müller’s existing squad of brand ambassadors, which features Dina Asher-Smith and Katarina Johnson-Thompson.
Müller has also extended its successful partnership with British Athletics until the end of 2022. The dairy company will continue to leverage its status as Official Partner of British Athletics to help it inspire happier and healthier lifestyles, and drive category growth. The extended association, which began in 2016, will see Müller become title partner for 12 world-class events over the next three years.
In 2020, the dairy company will be title partner for the Müller Indoor Grand Prix Glasgow, Müller Anniversary Games, Müller Grand Prix Birmingham and Müller British Athletics Championships, with branding and activation rights for each event.
The distinctive red Müller branding will be visible at multiple televised athletics events, featuring on billboards, stadium entertainment and official’s uniforms. For the first time, the dairy company will also deliver Müller yogurts, directly to seats at selected events[2].
Müller will continue to inspire local communities by taking its popular activation zones to athletics events across the country, including the annual Müller Market Drayton 10K. People of all ages will be encouraged to try out a number of mini athletics events, make their own yogurts and can also purchase merchandise.
An ongoing athletics inspired multimedia campaign, Müller’s biggest ever, will continue and follows a Müller Corner on pack promotion, which has already seen over 20 schools across the country receive brand new sports equipment and a visit from one of their athletics heroes.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts, says: “We’re obviously delighted to welcome Laura and Holly, and to continue our successful partnership with British Athletics. As the 8th most chosen brand in the UK[3], we have a great opportunity here to drive positive change. With the help of our brand ambassadors, this unique partnership allows us to inject further inspiration into the dairy category, invest in the grass roots of the sport and help people to live happier and healthier lifestyles.
“We’ve created our best ever Müller Corner and Müllerlight recipes, and we can’t wait to cheer on Laura, in front of a home crowd, as she attempts not only her best, but a world record time at the Müller Indoor Grand Prix in Glasgow. Then our focus will turn to planning more exciting athletics related activity, the Müller way.”
[1] Brand Footprint – The UK ranking of the most chosen dairy brands – Kantar
[2] Subject to availability, terms and conditions apply
[3] Brand Footprint – UK/FMCG – https://www.kantarworldpanel.
