Fuel Your Day with Müller Rice Protein

Müller's Epic OOH Proves the Power of Protein with Declan Rice

In a clever fusion of sportsmanship and snack innovation, Müller Yogurt & Desserts has once again teamed up with football star Declan Rice to launch their latest campaign, celebrating the arrival of Müller Rice Protein. This bold initiative, crafted in partnership with VCCP and Girl&Bear, takes Müller's 'Rice, Rice Baby' collaboration to new heights with a series of eye-catching billboards and digital content.

The Rise of Müller Rice Protein

Since its debut in November 2022, the Müller Rice partnership with Declan Rice has been a game-changer, contributing significantly to a 9% growth in Müller Rice sales. Now, Müller is doubling down on this success with Müller Rice Protein, aiming to showcase not just the nutritional benefits but the everyday impact of protein in people's lives.

Creativity Beyond Bounds

The centerpiece of the campaign is its out-of-home billboards, each a testament to Müller Rice Protein's ability to fuel everyday feats. Imagine Declan Rice effortlessly lifting a sofa while vacuuming or playfully bending a goalpost. These visual spectacles are more than mere advertisements; they're playful exaggerations that drive home the message: Müller Rice Protein is not just for athletes but for anyone striving to make the most out of every day.

A Campaign Tailored for the 'Full On' Summer

With summer in full swing, Müller's timing couldn't be more perfect. The campaign taps into the zeitgeist of a sports-filled season, positioning Müller Rice Protein as the ideal snack to sustain and energize enthusiasts throughout their day. Whether at a fan park, on social media, or before a match, Müller ensures that their message reaches consumers wherever they are.

Continuing the Tradition of Innovation

Building on past successes like the Müller Corner and FRijj campaigns, which captivated audiences with their creativity, Müller once again sets a high bar for innovative marketing. The campaign not only highlights the product but also embodies Müller's commitment to engaging storytelling that resonates with a diverse audience.

A Word from the Experts

Talar El Asswad, Müller's marketing lead for treats and desserts, emphasizes the strategic importance of protein in Müller's portfolio, especially in attracting younger demographics. "Müller Rice Protein is not just a snack; it's a wholesome choice for those living 'Full On' lives," she explains.

George Wait, creative director at VCCP, shares his enthusiasm for working with Declan Rice and Müller: "Declan brings a unique blend of athleticism and humor to our campaigns. It's been a joy to collaborate with him once again, bringing to life the playful synergy of Rice and Protein."

As Müller continues to redefine snacking with Müller Rice Protein, their latest campaign stands as a testament to the power of creativity and collaboration. Through humor, athleticism, and a touch of cheekiness, Müller invites consumers to embrace the strength of protein in their everyday adventures.

Whether you're tackling household chores or cheering on your favorite team, Müller Rice Protein promises to keep you fueled, inspired, and ready for whatever comes next. Because when you combine Rice with Protein, you get more than just a snack – you get a winning combination for a 'Full On' life.