Muller, Fruit Corner

This paper traces a long running campaign for Fruit Corner. It explains how the brand was positioned differently from other yoghurts with an emphasis on luxury rather than health and fitness.
Agency: Alliance, BristolAuthor: Not credited
 

Area Awards 1995 Winner: Long Running Campaign

Mller, Fruit Corner

Helping Mller corner the yoghurt market

The Introduction

Mller yoghurt, and in particular Fruit Corner, is arguably the most successful brand in the entire UK grocery market of the last five years. It has twice been the fastest growing brand (1991 and 1993 – Nielsen) and is now the fifth largest food brand in the country with sales of 111.2 million (Nielsen 1994). Mller was voted FMCG Brand of the Year in the 1993 Marketing Society awards.

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