Muller Yogurt and Desserts hired Coolr

2025 · Yoghurt, dairy desserts and protein dairy drinks

Muller had to run six sub-brands plus the masterbrand, each with its own social strategy, and make reactive content fast enough to be reactive.

On the public record

The problem is documented by somebody with nothing to gain from the agency winning the work.

How we know

The remit names Muller Corner, Muller Light, Muller Rice, Muller Bliss, Muller FRijj, Muller x Myprotein and the masterbrand, with reactive content made in the agency's own studio and influencer and ambassador partnerships alongside.

Who says so	PRWeek, Campaign and Decision Marketing all carried it on the same day. Muller's own brand equity lead is quoted. Read it
A second source	PRWeek confirms Muller Yoghurt and Desserts appointed Coolr as its social media agency of record across Instagram, Facebook and TikTok. Campaign reported the same win, adding that reactive content would come from the agency's in house studio and that fans would be reached through influencer and ambassador partnerships.
What the agency was asked to do	Not published as a quoted brief. On record: devise a bespoke social strategy for each Muller brand, covering Muller Corner, Muller Light, Muller Rice, Muller Bliss, Muller FRijj, Muller x Myprotein and the Muller masterbrand; boost collaborations and seasonal limited editions; reach audiences across Instagram, Facebook and TikTok through reactive content made in Coolr's in house studio; and work with influencer and brand ambassador partnerships to champion Muller products.
How the agency was picked	Competitive pitch
How that happened	Appointed as social agency of record following a competitive pitch process. The rival agencies and the incumbent are not named. Coolr's existing client list, named in the report, includes Deliveroo, Burger King and Lidl GB.
How long it took	Announced 11 November 2025. No contract length published.
Recorded as	Muller Yogurt and Desserts (Muller UK and Ireland)

Watch out for: Influencer is one line inside a social agency of record scope, not a dedicated influencer appointment. The pitch list, the incumbent, the fee and the contract length are all unpublished. Muller is mainstream dairy rather than a functional wellness brand, and only the Myprotein line and Muller Light sit near the better for you end.

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