Müller hires digital agency to serve up social strategy

Müller Yogurt & Desserts is aiming to revitalise its social media presence in the UK by appointing a new agency to devise a bespoke social strategy for each of its brands following a competitive pitch process.

Independent social media agency Coolr, which already works for Deliveroo, Burger King and Lidl GB, has been appointed to the brief to handle Müller Corner, Müller Light, Müller Rice, Müller Bliss, Müller FRijj and Müller x Myprotein – as well as the broader Müller masterbrand.

It has been tasked with boosting collaborations and seasonal limited-edition selections, reaching a broad audience across Instagram, Facebook and TikTok, through a reactive content strategy produced in Coolr’s in-house studio. The agency will also work with influencer and brand ambassador partnerships to champion Müller products.

A new Müller brand platform will reset its strategy, moving away from a more corporate approach and embracing a tone that is “bold, self-assured and boundlessly playful”.

Content will be designed for shareability, ensuring Müller becomes part of everyday conversations online, with the aim of placing it at the top of mind for purchase consideration.

Müller UK & Ireland brand equity lead Melissa Goffe said: “With a track record of delivering for some of the world’s biggest brands, Coolr offers the scale, expertise and reliability we want in a trusted social partner, ensuring we can confidently amplify the playful personality of Müller, and to put a smile on the nation’s face.

“We were hugely impressed by their knowledge of the industry, sharp strategic thinking and the palpable enthusiasm demonstrated by the whole team. We can’t wait to get started.”

Coolr managing director Olivia Blairman added: “Müller’s range of chilled yogurts, desserts and drinks is known and loved by all, so working on its mission to reach every fridge in the UK is exactly the kind of challenge we love to get behind. As the agency of record, we have the opportunity to revive Müller’s social identity and challenge it to be bold with a new approach that puts it into the social spotlight like never before.”