Muller Light appoints EHS Brann to mailing campaign

LONDON - Muller Dairy has appointed below-the-line agency EHS Brann Cirencester to support its virtually fat-free Muller Light range of yoghurts.

The agency will create a direct mail campaign to grow sales of the range. Its first work will appear next year.

It has also been briefed to promote the launch of a mango variant, which will appear on-shelf in the new year.

EHS Brann is the first direct marketing agency to be added to Muller's roster. It won the business following a competitive pitch overseen by Muller managing director Ken Wood, and is responsible for devising a campaign targeting 24- to 44-year-old women in London via a combination of direct mail, door-drops and inserts. If the work is successful, the agency is likely to be given a brief to target the rest of the country.

Publicis handles Muller's above-the-line work and ZenithOptimedia its media planning and buying. In April, Publicis created a sequel to its TV ad featuring a young couple who find that a tub of Muller Light thwarts their passionate encounter.

The company claimed the original ad starring the couple achieved its best-ever sales week and helped it achieve its highest market share, 15.9%.

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