Müller shows the power of rice with Declan Rice campaign

As the summer of sport heats up the rice brand is continuing to lean on its partnership with footballer Declan Rice

Nicola Kemp

Editorial Director Creativebrief


As advertising jingles go ‘Rice Rice Baby’ is both unexpected and an unforgettable earworm.

Its memorability has helped Müller Yogurt and Desserts successfully connect with a younger audience. The brand is expanding its partnership with footballer Declan Rice, with a new integrated campaign featuring a series of special build billboards and digital executions from VCCP and its content creation studio Girl&Bear.

The out-of-home campaign ‘Rice + Protein’ is the latest campaign from Müller as the brand continues to stretch its Declan Rice partnership. This time it is specifically promoting the brand’s Müller Rice Protein range as the Euros gears up.

The campaign builds on the partnership which first launched in November 2022. Müller credits the campaign as playing a key role in the 9% value growth seen in Müller Rice in the last year.

The series of out-of-home billboards aim to land the creative idea that Müller Rice Protein helps power people through everyday scenarios, dramatising its effects as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole.

We’ve attracted a younger audience through our longstanding Declan Rice partnership.

Talar El Asswad, Marketing Lead Treats and Desserts at Müller

In one execution, Rice lifts a sofa above his head while vacuuming. In another, he accidentally bends a goalpost simply by leaning on it. He is also shown walking his dog and throwing a tree instead of a stick. In two hero special-build executions, Rice is featured lifting a 3D car above his head while he retrieves a football from the road.

The campaign is designed to showcase the message that protein is for everyone.

The campaign is supported by social static and video content across Meta and YouTube which also feature Declan Rice. Additionally, content in fan parks will run throughout June and July and Müller will sponsor various Acast podcasts.

Talar El Asswad, Marketing Lead Treats and Desserts at Müller, explained: “Protein is a fast growing area. We’ve attracted a younger audience through our longstanding Declan Rice partnership. This campaign continues to build on that journey to introduce rice pudding to a new generation: It’s a wholesome protein snack, low in fat and sugar. Perfect to keep us living ‘Full On’ lives.”

The campaign underlines the power of aligning with a sports superstar to gain cultural relevance and drive sales with new audiences.

Media planning and buying was handled by EssenceMediacom and PR was handled by Ogilvy PR and Influence.

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