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...

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