Müller: Rice, Rice Baby

Client: Müller

For years, the dessert category had focused purely on selling to women. But with the World Cup fast approaching, and more men than women eating Müller Rice, we spotted an opportunity to relaunch the product in a completely new way.

Declan Rice is England’s star midfielder and one of the most in demand players in the Premier League. We noticed that Müller Rice’s slogan ‘Rice, Rice Baby’ had the makings of a World Cup chant that England fans could sing loudly and proudly in support of Declan.

Our campaign, fronted by Declan Rice himself, promoted through LADBible and TikTok, generated 40 million impressions, saw word-of-mouth triple over the campaign period, and a whopping 62% more men buying Muller.