Müller targets digestive health market with new marketing campaign
Image: Müller
Müller Yogurt & Desserts has launched a multimillion pound marketing campaign to showcase Gut Glory, its new gut health yogurt brand.
The campaign includes an advert airing from 24 January until 7 March on TV, on demand and YouTube. To drive further trial of the big pot range, the brand is offering shoppers a ‘try me free’ offer [1] which allows Gut Glory shoppers to receive 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.
Through the creation of a new brand with an irreverent tone and a contemporary and simple design, Müller intends to add excitement and inspiration to the digestive health yogurt segment.
Gut Glory is a creamy yogurt which contains live cultures, it is a source of calcium [2] and is made in Shropshire, England, using milk from British farms.
The Gut Glory range is available in two pack sizes. Shoppers can choose 450g big pots, available in Salted Caramel and Strawberry with fibre and four pack single flavour 125g pots, in Strawberry, Rhubarb and Peach & Mango with fibre.
Justin Cook, chief executive officer of Müller Yogurt & Desserts said: “As we accelerate the development of our business, we intend to set the pace in the categories we serve and innovate to expand our reach, and with Gut Glory, there is a unique growth opportunity for an exciting and contemporary gut-health brand.
“We have developed a modern gut health brand that doesn’t just focus on the science, and our campaign reflects this.
“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.”
[1] On big pots only from 14 February to 30 April. T&Cs apply.
[2] Contains calcium which contributes to the normal function of digestive enzymes. Live cultures in yogurt improve lactose digestion of the product in individuals who have difficulty digesting lactose.
