Dessert brand Müller has rolled out the next instalment in its blockbuster partnership with Arsenal and England star Declan Rice with a new out-of-home push.

First kicked off in November 2022 with a re-worked version of Vanilla Ice’s iconic 90s hit ‘Ice Ice Baby’, this latest activation will build on the widespread success of the partnership, for which the brand credits a 9% growth in value over the last year.

The new burst of activity will focus on new Müller Protein, which contains 13 grammes of protein per pot. A series of tongue-in-cheek ads will depict Declan Rice showing his new-found strength in a variety or outlandish ways, including lifting a sofa clean over his head.

“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,” Müller Yoghurts and Desserts commercial director, Jon Piper said.

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“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.”

He continued: “We’re sure this exciting campaign will bring even more growth for the brand and, in turn, for our customers.”

Running primarily across out-of-home, the main creative will supported by a special build due to be unveiled later this month, as well as a series of executions via digital, social media and podcast sponsorships.