If you’re a UK adult, the words, Müller Corner Mississippi Mud Pie Inspired, will fill your brain with yummy memories. In the 1990s, the yoghurt flavour had a flood of ardent fans. For years, those fans have been pleading for the return of Müller Corner Mississippi Mud Pie Inspired, with efforts ranging from government petitions to Meta community groups and fans contacting Müller directly.
Müller has answered their pleas and VCCP is making the yoghurt’s comeback huge, reaching out also to Gen Z who were yet to experience its thrills. The campaign dials up the product’s heritage with an intriguing campaign using ‘90s craze, Magic Eye Inc.
The VCCP campaign is the first phase of the re-launch of the Müller Corner Originals range and continues to reinforce their brand platform, The icon that liberates us to play, encapsulating the inherent playfulness of Müller products and the feelings it hopes to inspire in its customers.
At the heart of the campaign lies the resurrection of a craze that took the ‘90s by storm: Magic Eye Inc. The op-art phenomenon was a series of 3D optical illusions, and an almost impossible puzzle for many to decipher. Working with the originators in Boston, Massachusetts, Müller Yogurt & Desserts and VCCP collaborated to design an authentic Magic Eye Inc Illusion, that reveals the retro flavor. 20- and 10-second social reveals have been set to the ultimate comeback tune, Renegade Master by A.D.O.R. vs. Britni Fraser.
The omnichannel launch will be supported by a series of Magic Eye Inc Illusions adapted especially for their formats of social media and PR. Out of home and fly posters have also been created and will be placed in close proximity to nostalgic concerts as well as in high footfall retro shopping areas. The first set of fly posters has been designed to tease fans with clues hidden in the Magic Eye Inc puzzles. Shortly it will be replaced by a second set of designs where Müller will announce the news that the favourite flavour is back.
Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts, stated,“From fashion, footwear, and summer film releases, to Insta filters and TikTok trends, 90s aesthetics are having a moment. Consumer research told us there was massive potential in dialing into our own 90s heritage by bringing back one of our most-loved and sorely missed flavours – Müller Corner Mississippi Mud Pie Inspired. So now all those superfans who’ve been petitioning us for its return can at last get a taste of that 90s icon.”
VCCP London creative directors, Emma Houlston and Colin McKean, added, “This project has been a blast from the past from start to finish. We’re buzzing to bring some 90s-style wide-eyed good vibes to everyone who remembers Mississippi Mud Pie- Inspired Müller Corner and Magic Eye from first time round, while introducing them to a new generation. We can’t wait for people to see the work (or at least try to), hear the soundtrack, and taste the product – because every bit is an absolute 90s banger.”
A consumer PR campaign will be run by Ogilvy PR and media has been planned and executed by Essence Mediacom.
Credits
Client: Müller
Marketing & Strategy Director: Toby Bevans
Treats Lead: Talar El Asswad
Senior Brand Manager: Sarah Hilliar
Marketing Intern: Nan Jones
Equity Lead: Markéta Kristlová
Equity Senior Brand Manager: Michaela Hickey
Senior Media & Communication Manager: Carsten Weinert
Digital Media Manager: Andrzej Lewaszkiewicz
Advertising Agency: VCCP Blue
Creative Directors: Colin Mckean & Emma Houlston
Senior Creative Team: Sophie Szilady & Sophia Johnson
CEO: Cliff Hall
Business Director: Nick Van Buuren
Senior Account Director: Marina Damato
Account Manager: Sofiya Anwar
Planning Director: Max Keane
Senior Planner: Luke Stockil
Senior Creative Producer: Katy Dale
Head of Social & Content Strategy: Nick Lewis
Head of Social & Innovation: Alex Dalman
Senior Planner: Amber Smith
Social & Influence Director: Hannah Mahony
Junior Social & Influencer Manager: Lydia Ballard
Community Manager: Lewis Dagnanleach
Media Buying Agency: Essencemediacom
Production Company: Magic Eye Inc
Creative Director: Cheri Smith
Post Production: Girl&Bear
Design Resource Manager: Yasmine Moridi
Senior Designer: Bruno Rovarotto Designer: Tegan Barnes
Studio Manager: James Perry
Artwork: Sam Weight & Liam Leal
Retouching: Stanleys Post
Digital Production: Bernadette
Associate Project Director: Liane Baio
Junior Project Manager: Nayef (Nay) Hassan
Design Director: Gilles Bestley
Senior Interactive Designers: Simon Bostock & Mykyta (Nik) Karpov
Photographer: Colin Campbell
Photographers Agent: Gill Turner
