#BTSIA Shortlist Focus: Müller

19 Mar 2019

By: Sport Industry Group

Brand: Müller

Category: Brand of the Year in association with Wiggin


Tell us about yourselves…

“At Müller, our purpose is simple: to uplift everybody with everyday moments of pleasure. This continues to underpin everything we do, and we are proud to be creating branded and private label dairy products that are made in Britain, with milk from British farms.

“Müller is the 7th biggest food and drink brand in Britain, with products chosen by consumers an impressive 230 million times a year.  As we continue to help our customers grow the dairy category, we are also bringing the brand to life in lots of new and exciting ways.

“One of which is our official sponsorship of British Athletics and Athletics Ireland, in place until 2022. From TV ads that feature World, European, British and Irish athletics champions, to branded flags, giant foam fingers and Müller activation zones at athletics events where families can run, jump, throw and push to win Müllerlicious prizes, this partnership aims to give thousands of families the opportunity to experience the moments of pleasure that Müller products bring.

 

Why do you think you made the shortlist?

“We are the first and only dairy brand partnering with sports to get the nation active.

“We are making the nation happier by creating consumer value. With our Müller Corner on pack promotion, offering consumers the chance to win £2,000 worth of sports equipment for their chosen school and a visit from an athlete. And by taking our “Run, Jump, Throw and Push” activation on tour bringing everyday moments of pleasure to the nation.

“We are helping people make healthier choices by going above and beyond when reacting to Public Health England's voluntary sugar reduction target of 5% with a 13.5% sugar reduction across our range in the first year compared with 2017 baseline figures.

 

What made this year fun?

“Athletics was voted the most exciting sport to watch in a YouGov survey, ahead of rugby and tennis. Working with a sport that is diverse and inclusive and excites so many people across the nation has been a lot of fun.

“Our athletics partnership not only gave us the opportunity to bring our brand to life in lots of new and exciting ways, but it allowed us to use athletics champions to inspire the next generation.

“Witnessing the joy of families, across multiple generations, as they would run, jump, throw and push at our athletics activation centres. This made it all worthwhile, and inspired us to continue helping the nations live happier and healthier lifestyles.”

 

Who’s your MVP?

“Sonya Gonzalez-Mier – Senior Brand Manager for Müller, Sonya leads the athletics partnership and has driven the success of the sponsorship, each year taking the initiative, care and passion to make the partnership truly impactful and beneficial to both Athletics and Müller.

“Bal Gill, CEO and Founder – SYLO Communications – SYLO are Müller’s PR agency who lead the activations and bring the vision to life. Bal has led the way from the beginning of our partnership with athletics. SYLO’s enthusiasm, expertise and creative output is second to none, as well as this, their understanding of communications and the importance thereof help us to deliver our message.”

 

How do you plan to celebrate?

“We plan to celebrate with a bit of Karaoke (We are the Champions, perhaps?), and brainstorm how to make things bigger, better and even more fun next year!”

 

CREDITS

Müller Marketing Team – Michael Inpong and Sonya Gonzalez-Mier

SYLO Communications

VCCP

British Athletics 


The BT Sport Industry Awards are the largest commercial sport awards in the world and an unrivalled showcase for the best of the sector’s output. This year’s Awards will see the industry come together for its night of the year on Thursday, 25th April at Battersea Evolution.

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