In the 90s Müller Corner became an icon in the UK with 50% household penetration.

But by 2022, the icon had lost its shine.

With value and volume sales in YOY decline, plus inflationary pressures, we were in trouble. People were falling out of love with Corner.

So we challenged ourselves to reestablish our place as market leader with one simple aim…

Remind consumers that we are the original and best Corner yogurt.

OUR IDEA:

If something is truly iconic, two things are true:

You hardly need to see any of it to instantly know what it is.

No explanation is needed - icons are just icons.

So we shot a tiny area of the product, added no explanation apart from the logo, then found media placements that allowed us to celebrate the unique ritual of eating a Müller Corner - like this special build that replicated the corner tip.

Müller Corner used to be found in 50% of UK fridges but has been in decline for years. The brief was to remind people that Müller Corner is the original and best Corner yogurt. Our campaign celebrated the distinctive pot format with media placements like this special build that allowed us to replicate the Corner tip. Because the iconic shape and distinctive eating ritual could only be Müller Corner.

Within days of hitting Britain’s high streets, bus stops and train stations, we found our way onto its social feeds. People started talking about Corner again.

Social mentions increased a massive 315% after campaign launch, helping drive 68.5M total earned impressions.

Just as the public had started recounting their memories, debating their favourite flavours, and making impassioned claims for the ‘right’ way to eat it, we secured a shedload of earned media, without even trying.

Hitting the airwaves on primetime to the eight million weekly listeners of BBC Radio 1, the UK’s most-loved station (which is publicly funded, and features no advertising), Müller Corner was announced as being well and truly back, with presenter Jordan North telling listeners “Is it me, or are Müller Corners making a comeback? I’ve seen them everywhere at the moment. I haven’t bought them in years but I bought loads of them at the weekend.”