Müller’s Tasty B Goes Greek
Tuesday July 7, 2015 at 9:12am
This month sees the latest version of Müller’s Tasty B rapping bear hit supermarket shelves – and this time he’s gone Greek. The campaign, created by Blue Chip Marketing, celebrates the recent launch of ‘Müller Rice Remix: Greek Inspired’, a new addition to the Müller Rice range which brings a hint of cinnamon to the rice with fruit compote on the side. This is inspired by a traditional Greek recipe called Rizogalo. From Monday 6th July, anyone buying four promotional 6-packs of the product will be able to claim a free Tasty B bear, as with last year’s promotion – except that this time around, the bear (which utters a range of rap-inspired phrases) is dressed in a traditional toga and laurel leaf headdress. Both Müller and Blue Chip are hoping this latest outing captures the imagination of consumers as much as Tasty B’s first on-pack promotion, which was highly successful. Kathy Lye, account director at Blue Chip Marekting, says: “Response to the original bear was so high that additional bears had to be ordered which meant that we smashed our objectives.” says. The 2014 promotion won three awards at the 2015 IPM Awards, which celebrate effectiveness in the promotional marketing industry. Blue Chip is handling the sourcing of the premium, the full campaign development and a social media-inspired outbound email program. Promotional packs will feature in major grocers until the beginning of October.