Müller Corner is set to rumble across UK dairy aisles with the revival of two beloved 90s flavours, Apple Crumble and Cherry Bakewell, as part of a nostalgic campaign that takes its cue from PJ & Duncan’s iconic 1994 anthem, “Let’s Get Ready to Crumble.” This playful twist—now “Let’s Get Ready to Crumble”—is poised to capture the hearts of both millennials and Gen Zs, blending retro appeal with vibrant street-style visuals.
This 90s-inspired campaign, developed by creative agency VCCP, builds on the success of last year’s “Magic Eye” relaunch of Müller’s Mississippi Mud Pie flavour, which saw an overwhelming response as Müller products reached 30% of UK households. The campaign underscores Müller UK & Ireland’s ongoing commitment to engaging marketing strategies, marked by a significant £1.495m investment this quarter.
Central to the campaign are eye-catching graffiti-style murals, including a special installation in Manchester’s hip Northern Quarter, complemented by national out-of-home (OOH) billboards. These OOH displays feature bright colours, era-authentic typography, and fruit imagery—green apples and red cherries—against a brick-wall effect, bringing the flavours Apple Crumble and Cherry Bakewell to life. This visual homage to 90s street art aims to capture the light-hearted energy of the era and tap into the growing “nowstalgia” trend, appealing to those who cherish the simple joys of their school days.
The digital and static billboards, paired with a humorous social media film featuring throwback dance moves, encapsulate the fun of 90s music videos. VCCP’s creative directors, Colin McKean and Emma Houlston, explained, “Müller Corner Originals’ new Apple Crumble-inspired and Cherry Bakewell-inspired flavours give some serious school days vibes. And for those of a certain age, few things evoke school days like classic 90s kids’ TV shows.” The campaign invites audiences to “get ready to crumble,” bringing retro energy to new generations.
Behind the scenes, VCCP’s Global Creation Studio, Girl&Bear, led the design, production, and illustration of the campaign’s graffiti-style visuals, while VCCP’s digital arm, Bernadette, managed animated content for social media and digital OOH displays. Media planning and buying were overseen by EssenceMediacom, ensuring the campaign’s widespread reach across the UK.
“After looking back through our archives, we found that our Apple Crumble and Cherry Bakewell flavours were two of our most popular products in the 90s,” said Talar El Asswad, Müller’s Marketing Lead for Treats & Desserts. “Bringing back these two flavours felt like a natural second chapter, with a fresh, mid-90s-inspired campaign to generate excitement for our Originals range.”
The new Müller Corner Originals flavours are priced at £3 per 4-pack (124g each) and are now available in major retailers across the UK. As this “Let’s Get Ready to Crumble” campaign rolls out, Müller continues to position its Corner range as a fun, escapist indulgence that reconnects consumers with the carefree spirit of the 90s—making this a treat for nostalgia enthusiasts and dessert lovers alike.
Reference: https://www.vccp.com/work/muller/lets-get-ready-to-crumble
