Müller Yogurts & Desserts has unveiled a multi-million pound Müller Rice campaign, enlisting Declan Rice as its official brand ambassador.
The partnership marks the first ad campaign for Müller Rice in five years and will run for five weeks from today, rolling out across radio, social media and out-of-home (OOH) platforms.
The England and West Ham United star has partnered with the food brand to re-work the iconic 90’s Vanilla Ice song ‘Ice Ice Baby’. Since his professional debut in 2017, Hammers fans have been singing the ‘Rice, Rice Baby’ remix in celebration of Rice’s best performances for the football club.
Radio adverts will see the player – who recently made the 2022 England World Cup squad – interrupt the original song with his own version in a bid to rally a chorus of football fans to join him.
The OOH Campaign will also feature Rice singing into a large megaphone against backdrop of bold text reading ‘Rice, Rice Baby’.
To push 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.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“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,” Müller Yogurt & Desserts strategy and marketing director, Toby Bevans, 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.”
