Yoghurt brand Müller Corner was an icon in the 1990s, known for its distinctive tippable corner shape and its pairings of textures and flavours. But by 2022, it had lost its shine and was experiencing year-on-year decline in value and volume sales.

With this campaign, VCCP wanted to remind consumers that Müller is the original and best corner yoghurt. It did this by drawing on the brand’s recognisable features and creating beautifully designed, pared-back ads that signalled to audiences what they had once loved.

Via placements in OOH and print, the campaign quickly sparked conversation on social, with the public recounting their memories, debating their favourite flavours, and making impassioned claims for the ‘right’ way to eat it.

Credits:
Müller Corner: It could only be…
Category: Print
Entrant: VCCP
Agency: VCCP
Deputy Executive Creative Director: Ross Neil
Creative Directors: Colin McKean, Emma Houlston
Business Director: Nick van Buuren
Senior Account Director: Marina Damato
Account Director: Justine Pescher
Senior Account Manager: Sophia Abdo
Account Executive: Sofiya Anwar
Senior Planners: Matt Hayes & Luke Stockil
Agency Creative Producers: Katy Dale, Ariana Balsaras
Agency Producer: Maddy Holmes
Audio Post Production Company: Jungle Studios
Lead Sound Engineer: Luke Isom
Assistant Sound Engineer: Stuart Allen-Hynd
Media Buying Agency: EssenceMediacom
Media Planners: Alex Rubins, Nicola Rust, Ridhi Jogia
Digital Planner: Chris Prentice
Photographer: Colin Campbell
Photographer’s Agent: Gill Turner
Post Production Company: Girl & Bear
Head of Post Production: Louise Gray-Murray
Post Producer: Jade Bryant
Editor: Fede Solano
Design Resource Manager: Yasmine Moridi
Senior Designers: Adam Edwards, Jess Steiner
Studio Manager: James Perry
Artworker: Sam Weight
Client: Müller Yogurt & Desserts
Strategy & Marketing Director: Toby Bevans
Senior Brand Manager: Sarah Hilliar
Senior Media & Communications Manager: Carsten Weinert
Assistant Brand Manager: Avneet Kalsi