Müller wanted to find a way to stand out and truly connect with its target audience of health conscious newspaper readers who are well informed about health and wellbeing issues

To target health conscious newspaper readers who are well informed about health and wellbeing issues

Müller teamed up with Body & Soul to produce a 76-page, A5-sized 'Healthy Living Yearbook' for 2006. The Yearbook, which was given away free with the paper on 7 January 2006, featured seasonal hints and tips on how to stay fit and healthy and maintain a nutritionally balanced diet. The Yearbook also featured a competition to win a luxury spa weekend and 12 months of vouchers redeemable against purchases of Müller Vitality.

-Stand out - 41% of readers recalled seeing the Body & Soul Yearbook and recall was even higher amongst regular readers - at 55% -Multiple opportunities to see - 45% of readers said they would: "keep the Yearbook for future reference." and 14% planned to: "show it to a family member, friend or colleague." -Connection with readers who absorb campaign messages - almost one in four agreed the Yearbook led them to: "give more thought to my diet" and almost half were aware that: "Omega 3 helps sharpen concentration" - both of which were key messages in the Müller Vitality

"We're delighted to be working with The Times' Body & Soul to communicate the launch of Müller Vitality with Omega 3. We know that people start to think about improving their lifestyle in January and the diary will mean they can continue to keep up their good resolutions throughout the year and learn more about the benefits of Müller Vitality." Chris McDonough, Marketing Manager, Müller