Müller wanted to increase awareness and amplify their headline sponsorship of British Athletics to drive base sales and repeat purchase of the Müller Corner range within their current buyers as well as increase the health perception of Müller Corner amongst non-buyers.
ATOM created an engaging on-pack promotion that utilised the unique access that Müller have to British athletes as an asset, as well as integrating a school initiative to appeal to the core target consumer.
ATOM gave fourteen lucky winners the chance to nominate any school within the UK or Ireland to win £2,000/ €2,275 sports equipment and a four hour school visit from a British or Irish Athlete and guided sports sessions from a professional sports coach. The promotion allowed shoppers to enter a weekly prize draw to be selected at random. ATOM executed the full promotion from initial concepts, packaging, website design, full winner, school & athlete management.
This promotion sees the ATOM team execute school visits up and down the country, ensuring all stakeholders including Müller, British Athletics, Local Press, Schools and winners are all aligned for successful visits to take place each week. ATOM ensure each winning experience fully encompasses the Müller brand and British Athletics link.
This promotion sees schools benefit from funds they would not usually have access to as well as inspiring the next generation of children with athlete talks, Q & As and sports sessions. Due to the results seen on this on pack promotion, it is now in its third year of execution, each year strengthening the link between Müller and British Athletics with over 85,000 entrants and a redemption rate of 0.47%.