Müller recruits cartoon characters for £20m campaign

By John Reynolds, marketingmagazine.co.uk, Tuesday, 04 October 2011 08:30AM

Müller Dairy is to roll out a £20m brand campaign featuring famous animated TV characters, including Yogi Bear, the Mr Men and 'Wacky Races' character Muttley.

Müller: ads will star Yogi Bear, the Mr Men characters, and Muttley

Müller: ads will star Yogi Bear, the Mr Men characters, and Muttley

The campaign is centred on the idea of  ‘stirring a little bit of Wünder’ into life. The ads, by TBWA, carry the strap ‘Wünderful stuff’ and show a grey cityscape transformed into a world of ‘bright colours, rainbows and unicorns’.

The 90-second TV ad will debut during Saturday’s first 'X Factor' live show on ITV1. It will be supported by activity across video-on-demand, outdoor, online, print, cinema, social media and point-of-sale.

‘The aim of the campaign is to get consumers to sit up and take notice,’ said Lee Rolston, marketing director at Müller Dairy.

Meanwhile, Yeo Valley is to unveil a £2.5m campaign during The X Factor. Continuing last year’s ‘rapping farmers’ theme, it will launch a single by a boy band named The Churned.

This article was first published on marketingmagazine.co.uk

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