Press release -
Müller launches new wave of Rice, Rice Baby campaign to continue growth ahead of summer of football
Müller Yogurt & Desserts is continuing its successful partnership with international footballer Declan Rice, launching a new wave of its ‘Rice, Rice Baby’ campaign to promote Müller Rice Protein and drive growth in the category.
The seven-figure campaign, which begins on Monday 3 June, 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 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 of the campaign.
This new wave 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 being revealed later this month, 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.
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.
“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.”
*Circana IRI – all outlets – w/e 11 May 2024
Topics
Müller is one of the ten most chosen FMCG brands in Great Britain, and the most popular dairy brand. It is ranked within the top 20 in The Grocer’s Top 100 list of Britain’s Biggest Brands and is picked from shelves millions of times each year. Müller UK & Ireland includes:
Müller Milk & Ingredients, which aims to build a better dairy future. It produces branded and private label fresh milk, cream, butter, milk drinks and ingredients products and boasts a network of dairies and depots servicing customers throughout the country.
Müller Yogurt & Desserts, which aims to help put a smile on the nation’s face. It is responsible for major brands like Müller Corner, Müllerlight, Müller Bliss, Müller Rice, Müller FRijj and Müller Plant Based. It produces chilled desserts under licence from Mondelez International and also supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.
