Müller launches new Declan Rice campaign to promote rice protein

The seven-figure campaign, which kicks off 3 June, builds on its previous campaign which first launched in November 2022 and re-worked the iconic 90s song by Vanilla Ice.

The dairy company credits this campaign and partnership as playing a key role in the 9% value growth seen in Müller Rice in the last year.

The new wave focuses on the brand’s ‘Rice Protein’, which contains 13g of protein per pot – more than double the protein content in the existing ‘Rice’ range.

New ads will showcase Declan Rice in a variety of situations, such as single-handedly lifting a sofa, and look to focus on how the product helps the footballer get the most from his day.

The campaign will feature out of home advertising, including a special-build billboard being unveiled later this month, as well as digital, podcast sponsorship and online videos to drive social media engagement and awareness.

Grocery Gazette