Once 80%, penetration of yoghurt maker Müller had declined over decades, falling to about 53% by 2022. Between 2018 and the year before the campaign in this case, volume sales fell 85% and value sales 72%. The brand was at risk of extinction. The role for communications was to re-imagine and remind Britons why they loved Müller, reviving distinctive sub-brand assets such as a ‘Rice Rice Baby’ jingle used for Müller Rice, and creating new humorous TV ads for the masterbrand. By comparing Müller’s subsequent performance with pre-activity trends, econometrics estimated advertising generated £44.5m of incremental value and an ROI of £2.33.