Muller has hired Talk PR for consumer work as it seeks to expand its share of the yogurt market in the UK.
The agency was handed the ongoing UK retained brief after a pitch shoot-out ahead of a busy period for Muller, with work including a rebrand of its “corner” range.
Michael Inpong, Müller marketing director, said the appointment was the first time an agency had been called in for such a role for a couple of years.
Inpong called the role of PR “critical” as part of a move to “return to a more consumer-centered approach.”
This includes boosting the popularity of yogurts in the UK, with a three-year plan in place.
Talk PR will look after press office duties, as well as assisting with the launch of the rebranded Corner range and helping to drive the popularity of the Muller Light Greek range.
“Talk PR will also be a partner in helping shape our strategic vision,” Inpong added. “During the pitch process, they showed really strong thinking in this area, and though they are not a traditional food PR agency, it was their focus on the consumer that really shone through.”
This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.