Müller Milk & Ingredients has launched a £2m advertising campaign for its new Müller Good Stuff Barista Milk, encouraging consumers to ‘be a bit Barista’.
The dairy company’s first branded milk advertising campaign in several years will see outdoor, social media, instore activation, influencer and popular podcast features, all of which will celebrate amateur frothy-coffee art and at-home baristas. The campaign starts this week and will run for seven weeks until mid-October 2023.
Launched in June this year and currently sold in Tesco, One Stop and Sainsbury’s, Müller Good Stuff Barista Milk will be available in more retailers, including Ocado, Morrisons and wholesalers, by the end of autumn 2023.
Helen Priestley, Marketing and Category Director for Müller Milk & Ingredients, said: “We know Müller Milk is a trusted and much-loved brand within the dairy category, and the encouraging results we’ve seen for Müller Good Stuff Barista Milk since its launch in late June have confirmed that. This new advertising campaign will inject a bit of humour into the category, and presents us with a great opportunity to leverage even better results for our customers, and expand into new areas.
“In the UK, we consume 100 million cups of coffee every day. Our mission is to make the milk part of every coffee as delicious as it can be – whether you’re a cappuccino, mocha, iced latte or a ‘just a dash, please’ person.”
Launched earlier this year, the new Müller Good Stuff sub-brand will feature more NPD in 2024.
NAM Implications:
- This initiative opens up a whole new vista for Müller:
- Potential collaborations:
- Coffee appliances/gadgets for home brewing
- Suppliers of Coffee Beans and ground coffee
- Even coffee cups
- Just watch….
