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Müller and Asda team up for game changing digital aisle takeover

Müller has teamed up with Asda for a new partnership that aims to engage shoppers with its brands digitally, both in-store and online.

The year-long partnership runs until November 2021 and includes digital instore takeovers and online activations.

The store takeovers started rolling out across 35 Asda stores in England, Scotland and Wales at the end of last month. They include the installation of multiple screens above yoghurt aisles, showing the latest Müller Corner TV advert.

Müller said content would be regularly updated to also feature other core brands such as Müllerlight and Müller Rice. Asda’s Wakefield store also has larger screens with changing imagery that currently highlight the variety of Müller Corner variants available.

On asda.com, the partnership also allows for full-page marketing takeovers and targeted shopper advertising.

Meanwhile, a year-long static point of sale aisle takeover has gone live across 233 Asda stores in England, Scotland and Wales. The takeover includes Müller-branded header boards, aisle fins and shelf stripping featuring athletes and brand ambassadors Katarina Johnson-Thompson and Dina Asher-Smith.

The tie-up would drive category value, the dairy giant said, and tap into increased demand for corner yoghurts this year in particular. The brand saw volume sales rise by 14% at the height of the first coronavirus lockdown [Nielsen 8 w/e 18 April vs 8 w/e 22 February].

“Creating an impactful display at point of sale in UK retail is traditionally cardboard-based,” said Müller Yogurt & Desserts head of category Carol Hand. “While this approach is cost effective, space is restricted, it can’t be edited and it’s increasingly hard to stand out from the crowd.”

Discussions with Asda over the takeover started in January. “By working closely to bring this to life, we have created a game-changer in an area which has been in desperate need for innovation for years,” Hand added.

“Our digital fixture execution gives us the ability to constantly refresh the content, while linking back to our above the line marketing campaigns. It’s eye-catching, attention-grabbing and will inspire shoppers to explore what the entire category has to offer,” she said.

“When Müller grows, so does the category, so we’re confident this innovative partnership will drive overall category value. We look forward to continuing this partnership to maximise both impact and performance.”

The takeover is the latest in a growing list of brand and retailer partnerships designed to inject more theatre into supermarket fixtures, and follows a frozen aisle takeover by Nomad brands Birds Eye and Aunt Bessie’s in Asda last month.

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