Müller has launched a new wave of its ‘Rice, Rice Baby’ campaign, to promote Müller Rice Protein.
The seven-figure campaign, which again that stars footballer Declan Rice, builds on the November 2022 activity which reworked the iconic 90s song by Vanilla Ice.
The dairy company credits this campaign and partnership as playing a key role in the 9% value growth seen in Müller Rice in the last year and aims to continue this upward trajectory with the next phase.
This new wave focuses on Müller Rice Protein and tongue-in-cheek ads show the Arsenal and England player in a variety of situations such as single-handedly lifting a sofa.
The campaign features out-of-home advertising, digital, podcast sponsorship, and online videos to drive social media engagement and awareness.
Müller will also sponsor three fan zone sites during Euro 24, where fans can gather to watch the action and bag 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.
“We’re sure this exciting campaign will bring even more growth for the brand and, in turn, for our customers.”
