Müller launches new wave of Rice, Rice Baby campaign

Müller Yogurt & Desserts has announced the launch of a new wave of its ‘Rice, Rice Baby’ campaign to promote Müller Rice Protein and drive growth in the category.

Continuing its successful partnership with footballer Declan Rice, the seven-figure campaign 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 said this campaign and partnership has played a key role in the 9 per cent value growth seen in Müller Rice in the last year, and aims to continue this upward trajectory with the next phase of the campaign.

This new wave, which begins on 3 June, 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, and positioning the product as a full-on, tasty snack.

The campaign will feature out of home advertising, including a special-build billboard, as well as digital, podcast sponsorship, and online videos to drive social media engagement and awareness.

To celebrate the ongoing 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 as they catch up on the latest sporting action.

“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,” Jon Piper, commercial director for Müller Yogurt & Desserts, said.

“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.”