rice rice baby

The dairy company has partnered with footballer Declan Rice on the ‘Rice, Rice Baby’ campaign to rework the 90s song by Vanilla Ice

Müller Yogurt & Desserts has launched a multimillion-pound Müller Rice marketing campaign starring England football star Declan Rice.

It is the first marketing campaign for the brand in five years and will run from 14 November for five weeks on radio, social media and out-of-home formats.

West Ham midfielder Rice will front Müller’s ‘Rice, Rice Baby’ campaign, which reworks the 90s song by Vanilla Ice.

The campaign is designed to reach new audiences, promote the brand, attract new shoppers and drive category growth.

Rice interrupts the original track on the radio ad with his own ‘Rice, Rice Baby’ version backed by a chorus of football fans. Meanwhile, out-of-home adverts will include Rice singing into a megaphone against a backdrop of text.

Müller has also partnered with LADbible to drive social media engagement and awareness. Dedicated social content will roll out across LADbible channels, with Müller’s own channels featuring behind the scenes work.

“By working with Declan, we hope to engage with and entertain new audiences, bringing the enjoyment of Müller Rice to those looking for a tasty on-the-go snack,” said Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts.

“We have a really distinctive asset with our previous ‘Rice, Rice Baby’ adverts,” added Bevans.