Have It All

The Brief

Müller’s “Have It All” campaign, developed with global agency VCCP, marked a new strategic positioning for one of the nation’s best-loved yogurt brands. The creative challenged traditional ideas of dieting by embracing the psychology of cravings — inspiring people to indulge without guilt and celebrating a balanced, empowered lifestyle. With ambassadors including Team GB athletes Katarina Johnson-Thompson and Laura Muir, the campaign spanned TV, digital, social media, print, and experiential activations.

My Role & The Outcome

I was brought in alongside VCCP and worked directly with Müller’s then Strategy and Marketing Director, Michael Inpong, to expand the campaign beyond the hero film. On set, I devised and produced social-first content including Instagram Stories, behind-the-scenes video and stills, and talent photography for print and packaging. This approach provided Müller with a suite of versatile, channel-ready assets that complemented the flagship advertising and extended its reach across platforms. By translating the campaign narrative into engaging social and retail content, we reinforced Müller’s new positioning while delivering practical assets that resonated with both everyday audiences and global brand partners.

Print & Packaging

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Davines - Portraits of People