Müller Yogurt & Desserts is continuing its partnership with international footballer Declan Rice, launching a new wave of its ‘Rice, Rice Baby’ campaign to promote Müller Rice Protein.
The seven-figure campaign, which begins today, builds on the previous Müller Rice campaign first launched in November 2022, which re-worked the iconic 90s song by Vanilla Ice. The dairy company credits this campaign as playing a key role in the 9% value growth seen in Müller Rice in the last year.
The new wave focuses on Müller Rice Protein, which contains 13g of protein per pot, more than double the protein content within the existing Müller Rice range. With tongue-in-cheek ads showing Declan in a variety of situations, such as single-handedly lifting a sofa, the campaign focuses on how Müller Rice Protein helps the footballer get the most from his day.
The campaign will feature out of home advertising, including a special-build billboard being revealed later this month, as well as digital, podcast sponsorship, and online videos to drive social media engagement and awareness.
To celebrate the summer of football, Müller will also sponsor three fan zone sites across England, where fans can gather to watch the action and receive free samples of Müller Rice Protein.
Jon Piper, Commercial Director for Müller Yogurt & Desserts, said: “It’s no secret that consumers have a real connection with Müller Rice, and our partnership with Declan has been a real success in terms of engagement and value.
“It makes sense to take this campaign even further into the Müller Rice Protein sub-brand in order to connect with and entertain new audiences, highlighting the dietary benefits of added protein while also reminding shoppers of the convenience and Müller Rice as a full-on, tasty snack for the whole family.
“We’re sure this exciting campaign will bring even more growth for the brand and, in turn, for our customers.”
