Müller launch new campaign You Know How You Like It

The nation’s favourite dairy brand, Müller, unveils You Know How You Like It, a new campaign by creative agency of record VCCP, which celebrates the individual, and sometimes unusual, ways of eating a Müller Corner.

You Know How You Like It positions Müller Corner as a champion of individuality, spotlighting how the variety of unique eating rituals offered by Müller’s iconic split pot design maximise both taste and satisfaction. With millions of different ways to be enjoyed, Müller Corner encourages people to lean into their individuality without judgement or instruction, just a Corner, a spoon (if you have one), and a moment that is entirely one’s own.

You Know How You Like It will run across the UK with 20” films directed by Tom George, known for BBC’s BAFTA-winning comedy This Country, through VCCP’s Girl&Bear Studios. From using a crunchy chocolate flake as a spoon, to creating a ‘yogurt magnet’ by dipping a spoon full of vanilla yogurt into the chocolate coated balls, each film humorously spotlights an individual enjoying their Müller Corner in their own unique, albeit quirky, way whilst shrugging off the surprised and querying reactions of onlookers.

Backdropped by KC & The Sunshine Band’s iconic That’s The Way (I Like It), the films lean into that nostalgic joy, celebrating the joyful commitment to eating a Müller Corner in whatever way brings maximum taste and satisfaction, reinforcing Müller Corner as a champion of individuality. The creatives who conceived the campaign were Sophia Johnson and Sophie Szilady.

The campaign celebrates those who prioritise their own enjoyment over social expectations, reminding the nation of why it loves Corner by tapping into those unique eating rituals that make every Corner a nostalgic, personalised experience.

Helen Carswell, Marketing Manager at Müller Corner, said: “This campaign celebrates the unique, personalised rituals that make Müller Corner an iconic, fabric-of-the-nation brand. We’re positioning Müller as a brand that champions doing things your own way, celebrating individuality and putting a smile on the nation’s face. It’s about encouraging everyone to enjoy their Corner their own way - whether you're a dipper, a tipper or even a lid squeezer, only Corner lets you enjoy every last bit exactly how you like it.

Emma Houlston, Creative Director at VCCP, said: “Having historically championed the "lid-licker," it felt only natural to celebrate the spectrum of ways that people enjoy their Corners… however, er, unconventional they may be. The scripts were written by the talented Sophie and Sophia, and we were delighted to get our director Tom George on board to masterfully bring them to life. I think you can tell that we all had a lot of fun making these spots.”