Müller launches first campaign in five years for Müller Rice

Müller Yogurts & Desserts has launched a multimillion pound Müller Rice marketing campaign, partnering with footballer Declan Rice.

Marking the first marketing campaign for Müller Rice in five years, the ‘Rice, Rice Baby’ campaign re-works the iconic 90s song by Vanilla Ice to attract new shoppers and drive category growth.

The campaign, which runs from today (14 November) for five weeks, will span multiple formats including radio, social media and out of home.

Radio adverts will feature Declan 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 Declan singing into a large megaphone against a backdrop of bold text reading ‘Rice, Rice Baby’.

To drive social media engagement and awareness, Müller has partnered with LADbible, and dedicated social content will roll out across LADbible channels, with Müller’s own channels featuring behind the scenes work.

“We know that consumers really love this brand and, within our category research, we found it to be the clear favourite in terms of taste, variety of flavours, preference as a go-to tasty snack with options within the range for the whole family,” Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts said.

“What was also clear is that we have a really distinctive asset with our previous ‘Rice, Rice Baby’ adverts. So we are very excited to kick off our first Müller Rice campaign in five years. By working with Declan, we hope to engage with and entertain new audiences - bringing the enjoyment of Müller Rice to those looking for a tasty on-the-go snack.

“We will grow the category by evolving the brand into a go-to snack for busy young men and women. It is an exciting time.”