When Müller Met Myprotein.
Müller and Myprotein launched a co-branded protein yogurt range in the UK and Ireland as a romance, with posters calling the pair 'The New Power Couple' and 'Friends With Benefits'.
- Brand
- Müller x Myprotein
- Agency
- VCCP
- Market
- UK, Ireland
- Region
- Global
The challenge
Protein had gone mainstream, but the category still looked like it was made for serious gym-goers. Müller had no protein product and Myprotein had no place in supermarket chillers, so each brand lacked half of what the other had.
The idea
VCCP framed the deal as 'The Power of Two' and told the launch as a love story. OOH and DOOH ran lines like 'Big Spoon Material', with cheekier copy in gyms; VCCP and EssenceMediacom used a 'chili scale' to set how bold each placement could be. Curious Panda ran a 'Sweat to Spark' activation built on the idea that people are more open to meeting someone after exercise.
Results
- According to The Drum Awards entry, the range made £26m in retail sales value in its first full year and was the biggest growth driver in Müller's portfolio.
- The entry says two in three UK adults know about the partnership.
- The entry reports that media drove 19.5% of the range's revenue, against a 4.3% FMCG benchmark.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Marketing EMEA 2026 Gold (Partnership or Collaboration)
Credits
- Creative agency
- VCCP
- Media agency
- EssenceMediacom
- Additional company
- Curious Panda
