New Müller Rice campaign with Declan Rice debuts

Müller Yogurts & Desserts has launched a multi-million pound campaign for Müller Rice featuring footballer Declan Rice.

Marking the first marketing campaign for Müller Rice in five years, the dairy company has partnered with footballer Declan Rice on the ‘Rice, Rice Baby’ campaign to re-work the 90s song by Vanilla Ice.

The campaign, which runs from 14 November for five weeks, will span multiple formats including radio, social media and out of home. It is the first marketing campaign for the brand in five years.

The adverts will feature Declan interrupting the original ‘Ice, Ice Baby’ track with his own ‘Rice, Rice Baby’ version while 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.

Toby Bevans, Strategy and Marketing Director at Müller Yogurt & Desserts said: “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.

“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.”