Müller Yogurts & Desserts has launched a multi-million-pound Müller Rice marketing campaign as it targets new audiences.
The first Müller Rice campaign in five years sees the dairy company team up with footballer Declan Rice on ‘Rice, Rice Baby’ – a reworking of the 90s Vanilla Ice song.
The five-week-long campaign spans multiple formats including radio, social media and out-of-home advertising.
Radio ads feature Rice interrupting the original ‘Ice, Ice Baby’ track with his own ‘Rice, Rice Baby’ version, rallying a chorus of football fans to join him. Similarly, the out-of-home campaign features the West Ham midfielder singing into a large megaphone against a backdrop reading ‘Rice, Rice Baby’.
To drive social media engagement and awareness, Müller has partnered with LADbible, and dedicated social content rolls out across LADbible channels, with Müller’s own channels featuring behind-the-scenes work.
