Dairy brand Müller has launched a new campaign titled You Know How You Like It, created by its creative agency of record VCCP, spotlighting the uniquely personal ways consumers enjoy Müller Corner.
The campaign champions individuality by celebrating the often quirky rituals associated with eating the brand’s iconic split-pot yogurt. Designed to highlight the versatility of Müller Corner, the work underscores how its format enables consumers to customise each bite according to their own preferences.
At the heart of the campaign are a series of 20-second films directed by Tom George and produced through VCCP’s Girl&Bear Studios. The films depict humorous, unconventional eating habits—from using a chocolate flake as a spoon to creating a “yogurt magnet”—while embracing reactions from amused onlookers. Set to KC & The Sunshine Band’s That’s The Way (I Like It), the spots lean into nostalgia while reinforcing the joy of personal choice.
The campaign builds on Müller’s longstanding positioning as a brand that embraces individuality. According to research by Athena Research, Müller stands out among snacking brands for allowing consumers to customise their eating experience, reinforcing its appeal as both a nostalgic staple and a treat-led snack option.
Helen Carswell, Marketing Manager at Müller Corner, said the campaign reflects the brand’s commitment to celebrating personal enjoyment: “It’s about encouraging everyone to enjoy their Corner their own way—whether you’re a dipper, a tipper or even a lid squeezer.”
Emma Houlston, Creative Director at VCCP, added that the campaign expands on the brand’s previous focus on “lid-lickers” by embracing a broader spectrum of consumer behaviours.
You Know How You Like It marks the latest collaboration between Müller and VCCP, who have worked together for 14 years to build a distinctive brand voice. The campaign evolves from the award-winning It Could Only Be Müller Cornerout-of-home work, which highlighted the product’s signature tipping experience.
Rolling out across TV, online video, social media, out-of-home, and in-store channels, the integrated campaign will run across the UK through November, with media planning handled by EssenceMediacom.
