Müller: Müller Rice X Declan Rice – It Just Made Sense

Matt Hayes

Müller Rice resurfaced its Rice, Rice Baby jingle and partnered with footballer Declan Rice in the UK to bring a new, younger audience into the brand, create reappraisal and new relevance and drive a sales uplift.

Campaign details

Brand: Muller Brand owner: Muller Entrant company: VCCPIdea creation: VCCP London Market: United Kingdom Sector: Dairy products, fats, oils Media channels: Events & experiential, Radio & audio, Social media, Word of mouth, Influencers, KOLs, Content marketingBudget: 1 - 3 million

Executive summary

From Messi to Morocco, the footballing world treated us to many comebacks in December.

But, perhaps the most unexpected was delivered by England’s Declan Rice, and errr (bear with us)… a chilled pudding.

Once a classic, Müller Rice had...

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