Müller is continuing its partnership with football star Declan Rice, launching a new wave of its ‘Rice, Rice Baby’ campaign to promote Müller Rice Protein and drive growth in the category.

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.

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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.

Müller Yogurt & Desserts commercial director Jon Piper said: “It’s no secret that consumers have a real connection with Müller Rice, and our partnership with Declan has been a real success in terms of engagement and value.

“It makes sense to take this campaign even further into the Müller Rice Protein sub-brand in order to connect with and entertain new audiences, highlighting the dietary benefits of added protein while also reminding shoppers of the convenience and Müller Rice as a full-on, tasty snack for the whole family.”