Müller has entered into an innovative partnership with Asda in the yogurt category that aims to “engage shoppers” digitally, both in-store and online. The year-long deal includes digital in-store takeovers, online activations and static PoS creatives from the dairy giant.
Müller stated that the move was in line with its strategy to “add further inspiration” to its core range of branded yogurts and desserts. The firm also expects the tie-up to drive category value and tap into increased demand for its corner yoghurts which saw more sold during the first lockdown than in any period in the last three years.
The aisle takeovers started rolling out across 35 Asda stores at the end of last month. These stores have seen multiple screens installed above the yogurt aisle showing the latest Müller Corner TV advert. This content will be updated regularly to also feature its other brands like Müllerlight and Müller Rice.
In addition, an Asda in Wakefield has larger screens and changing imagery which currently highlights the variety of Müller Corner variants available.
A year-long static PoS aisle takeover has also recently gone live across 233 Asda stores. This includes Müller branded header boards, aisle fins and shelf stripping featuring Müller brand ambassadors Katarina Johnson-Thompson and Dina Asher-Smith.
Meanwhile, the partnership has seen full-page marketing takeovers and targeted shopper advertising on Asda’s online store. Müller said that the performance of these initiatives will be analysed and then tweaked throughout 2021 to maximise potential.
Carol Hand, Head of Category at Müller Yogurt & Desserts said: “Creating an impactful display at point of sale in UK retail is traditionally cardboard-based. While this approach is cost effective, space is restricted, it can’t be edited and it’s increasingly hard to stand out from the crowd.”
She revealed that discussions with Asda started in January 2020 with the two businesses working together to bring the idea to life. “We have created a game-changer in an area which has been in desperate need for innovation for years,” Hand said.
“Our digital fixture execution gives us the ability to constantly refresh the content, while linking back to our above the line marketing campaigns. It’s eye catching, attention grabbing and will inspire shoppers to explore what the entire category has to offer.
“When Müller grows, so does the category, so we’re confident this innovative partnership will drive overall category value. We look forward to continuing this partnership to maximise both impact and performance.”
NAM Implication:
- A challenge for other members of the category?
