Background
Launching a brand-new product into the most competitive grocery window of the year, Müller needed to do more than show up on shelf. Their target audience – social-native, mobile-first shoppers aged 25–45 – respond to reward mechanics when the reward feels instant and achievable. The challenge: cut through the festive noise and carry shoppers frictionlessly from a social feed to the Tesco till.
The campaign
The ‘Ad-to-Aisle’ concept collapsed the gap between a social impression and an in-store purchase into one seamless mobile journey – no app required. Players guided a Müller gingerbread character through a festive browser-based game, then scratched a digital instant-win card at peak engagement, claimed a mobile coupon in seconds, and redeemed it at the Tesco till – all within the same shopping trip. Five touchpoints, one direction: purchase.
5x
average replays per shopper
20x
industry dwell time benchmark
100%
coupon claim rate
“Launching NPD in the busiest season was tough, yet gamification approached this perfectly. We drove shoppers to fixture, delivered surprise and delight, and boosted rate of sale while driving trial. We’re now scaling the gamified model across brands in 2026.”
Neil Sharp, Senior Shopper Marketing Manager
A more savi solution
savi managed the full promotional mechanic, working with Müller and technology partner EMC3 Reality to make every step – from game completion to till scan – seamless and measurable. savi’s mobile coupon sat at the heart of the reward: no app, no loyalty card, redeemable at any Tesco till in under two minutes, with real-time full-funnel tracking giving Müller its most granular activation view to date.
The Results
The campaign delivered against all five objectives and significantly exceeded expectations. Shoppers returned nearly 5 times each on average, clocking brand dwell time more than 20 times the industry display benchmark — and every single coupon issued was claimed. First-party data from the campaign is now fuelling Müller’s 2026 shopper activation roadmap, with the gamified model set to scale across brands.
