Müller’s Mühle with focus on new communication strategy quality and tradition

Müller’s Mühle, one of the largest refiners of rice and pulses in Europe, has started a new strategy with regard to its external presentation. The company from Gelsenkirchen in Germany, which was established more than 100 years ago, is focusing on the values tradition and quality for its communication strategy with immediate effect, and emphasises this with a comprehensive package of measures. In addition to the relaunched rice packages and the logos, a wide-ranging advertising campaign is started, with the new slogan “Müller’s Mühle: Better products, better taste“ as the centrepiece.
„For more than 100 years, Müller’s Mühle has stood for competency and quality in the food industry. We have one of the most up-to-date rice mills in the world and possess a vast know-how with regard to handling and processing rice and pulses. We aim to put more emphasis on these aspects in the future”, says Birgit Vosen, head of marketing for Müller’s Mühle.

The central communication element of the new strategy is packaging. It has been redesigned for all types of rice, and now looks much more contemporary and emotional. The motive on the front focuses on the anticipation a second before starting to consume the product, and increases the appetite for Müller’s Mühle rice. On the back, a clear text and visual language conveys diligence, competence and quality.
Most important for the Gelsenkirchen company during relaunch was a consistent market appearance and a more noticeable branding at the point of sale. The logo of Müller’s Mühle was modified accordingly. It is now significantly larger and on a white background, surrounded by a wavy golden and red frame. The logo is now presented much more clearly on the packaging, and together with the dark basic colours of the different types of rice, it ensures a cohesive appearance on the shelf. Also new on the packaging is the seal „Mühlen quality since 1893“. These are intended to additionally highlight the values tradition and quality.

In addition to the comprehensive packaging relaunch, which will also be applied to the pulses within the course of the year, Müller’s Mühle concentrates on a far-reaching advertising campaign in the mainstream press, and a number of attractive secondary placements. While the secondary placements are scheduled for the 19th and 20th calendar week, the year-round printed advertisements will be launched from May. The displays used for this are equipped with a product folder, in which the high quality requirements and tradition of Müller’s Mühle are emphasised and the rice product range of the company is introduced. Furthermore, it includes a competition, with a prize draw for several gourmet weekends amongst others. The company is supported by the Cologne PR Agency “Pronomen” with its communicative readjustment. Following comprehensive press work, the brand Müller’s Mühle is to be positioned in the public media. „Our aim is that the consumers learn more about the brand Müller’s Mühle and associate it with the values tradition and quality. Not only because this sounds good but because these are our strengths“, says Birgit Vosen. What confirmed the high quality of Müller’s Mühle rice most recently was a blind tasting of Basmati rice with the business programme WISO by the German Television ZDF. The jury, which represented all market-leading producers, chose Müller’s Basmati Rice as the clear winner.