Actress Joanna Lumley will front a new £2million marketing campaign to promote probiotic yogurt Müller Vitality.

The campaign will run from next week over a three-month period through to June, including TV and press and is developed to appeal largely to the 55-plus age group who enjoy a full and active life and for whom maintaining good health through balanced meals is the priority.

Jonathan Dee, Müller Dairy’s interim marketing director, explained:  “The key to releasing the full potential of the functional yogurt and yogurt drink sector is to cut through the confusion and scepticism which has been holding back the sector.  We need to ensure consumers understand what’s different about the brand and what the benefits are and this is exactly what the new Vitality campaign sets out to do.”

 Dee added:  “We’ve also undertaken extensive research to explore where the biggest opportunity for growth lies for Vitality so that we can take a more targeted approach to our marketing.  The Vitality proposition has a very strong appeal to mature consumers who are pursuing a healthy and balanced diet and lifestyle.

“Joanna is an excellent role model to drive awareness of the key messages for Vitality.  She’s intelligent, looks great, lives life to the full, and is in touch with contemporary life – all qualities which will resonate with our key audience.”