World Champion Sprinter Dina Asher-Smith Peels Back and Plays for Müller Corner

Müller believes that beyond health, food should be a great source of pleasure and add taste to life. It creates a variety of delicious branded yogurts and desserts in the UK, and through the goodness of dairy, and the importance the business places on taste, it aims to inspire people to live happier and healthier lifestyles.

So when it came to launching its latest spot for Müller Corner, the nation's favourite yogurt, Müller decided to challenge category conventions. Rather than just focusing on health benefits or indulgence, Müller instead dialled up the unique, sensorial enjoyment you get from eating a Müller Corner - inviting people to play with their food; expressed via the campaign idea; ‘Peel Back & Play’.

This is particularly relevant culturally, as having fun is essential for our mental well being - helping us to live happier and healthier lives. 

With this TV and digital campaign, created by VCCP, Müller reminded people just how fun and playful Müller Corner is. It simply brings little moments of pleasure to the everyday.

To bring the campaign to life, Müller partnered with brand ambassador: 200m World Champion, Britain’s Fastest Woman, and 2021 Olympic Medal hopeful; Dina Asher-Smith. Dina embodies everything Müller stands for: health, kindness, confidence, excitement and positivity. 

This campaign is the 1st execution of three TV ads featuring Dina Asher-Smith this year to help excite and uplift the nation. Each campaign will hero a different Müller product.

Michael Inpong, strategy and marketing director at Müller, said: “We’re the nation's favourite yogurt brand because we add taste to life. Our core Müller Corner range epitomises this, having been a family favourite for over 30-years. Over the last year, people are eating at home more and looking for brands that they love and trust, and during this time, it’s been vital to help support and uplift the nation. So that’s why we are delighted to once again partner with our inspiring brand ambassador and World Champion, Dina Asher-Smith to bring out the fun, creative and playful elements we know are synonymous with our iconic range”.

Tony Hector, group creative director at VCCP, added: “We created a fun and playful campaign that highlighted the experience of eating a Müller Corner. The TVC was shot handheld, which made it playful as well as more engaging. The tone, execution and campaign is built around the fantastic Dina Asher-Smith; she is a true embodiment of Müller’s happier and healthier purpose, which is especially important now more than ever to our audience. Huge credit and thanks to Müller, Academy, Dina and all the teams in creating a campaign we’re incredibly proud of, in particular during challenging circumstances.’