Müller Rice: Finding the proof (that was already in) the pudding

Müller Rice, a rice brand, launched content series RiceTV and collaborated with UK footballer, Declan Rice, to attract a new, younger audience to the brand, create reappraisal and relevance for Rice and drive a sales uplift.

In Summary Match Report

This is the story of a brief that could have easily become a total rebuild. The sort of a challenge that would leave even the most seasoned of planners drooling at the possibility of pulling off an audacious strategic pivot.

Not least with a brand like Müller Rice to play with - a once classic, that had fallen on hard times, and become synonymous with a much older generation.

But, the Müller Rice x Declan Rice campaign is instead a timely reminder that good ideas can come from anywhere, and the right ones are often not...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands