Müller and VCCP London have launched a new ad campaign, titled “Love Every Bit”, which heroes the eating rituals that Müller consumers have.

One of the spots, dubbed “Family Tradition”, features a boy at the table, together with his family, having Müller Rice. At some point, he finds the courage to start talking about something that has been on his mind for a long time. “Mother, father, I need to tell you something,” he says. His sister asks him if he’s moving out, but he doesn’t answer and mentions that it’s about his Müller Rice, which makes his father conclude that it’s so much worse. The boy reveals that he wants his Müller Rice warm. “Nonsense. The microwave is for super drying socks, not warming Müller Rice,” comes his dad’s reply. However, when the boy’s grandfather intervenes, saying he wants his Müller Rice warm, too, the dad has nothing to say, so the two get to enjoy their favorite rice pudding the way they want it.

At the end of the advertisement, the voiceover says the tagline “Love Every Bit”.

The campaign includes other two spots – one featuring a schoolteacher in the school lunchroom who decides to lick the creamy yogurt from the lid of her Müller Corner, no matter the consequences, and another one featuring a TV newsreader who waits for the last drop of his Müller FRijj to fall on his tongue, even though this means having the entire nation see him doing that on TV.