Müller Rice has partnered with sports body British Triathlon and Gordon Benson, the European Games gold medallist triathlete, as part of its lead up to the Rio 2016 Games.
Müller Rice is the official Triathlon Team GB partner and is launching a triathlon-inspired multi-channel advertising campaign, featuring Benson and Müller Rice’s brand ambassador, rapper, entrepreneur and bear, Tasty B. The campaign will run from June until October across all TV stations as well as national newspapers, men’s and sports titles.
Michael Inpong, Chief Marketing Officer at Müller, said: “Partnering with British Triathlon and Gordon Benson shows our drive to go the distance in our passion to succeed, something high profile athletes know all about. Müller Rice is tasty and full of dairy goodness as it is a source of calcium, and it is also low in fat. It’s the perfect on the go snack when you’re hungry, whether that’s training for a Triathlon or beating the rush hour commute.”
British Triathlon Chief Executive, Jack Buckner, said: “We are delighted to partner with Müller Rice as we enter a crucial time within triathlon, with the Olympic Games on the horizon and paratriathlon looking to make its debut as a Paralympic sport. Müller will provide great support for us in engaging triathlon with the nation and help us to extend the reach of our rapidly growing and accessible sport.”