Muller partnered with VCCP for an out-of-home campaign ‘Rice + Protein’ to promote its Muller Rice Protein range. This is a follow-up to the previous campaign that was launched in November 2022. The latest campaign pushes the idea that Muller Rice Protein helps power people through everyday scenarios dramatically as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole.
One of the billboards features Declan Rice lifting a sofa above his head while vacuuming and in another, he lifts a 3D car above his head while he picks up a football from the road. It highlights the role of protein, its benefits in our everyday lives, as well as a sustaining snack.
Talar El Asswad, Marketing Lead Treats & Desserts at Muller, said protein is a fast-growing area. “We’ve attracted a younger audience through our longstanding Declan Rice partnership. This campaign continues to build on that journey to introduce rice pudding to a new generation – it’s a wholesome protein snack, low in fat and sugar, perfect to keep us living ‘full on’ lives.”
George Wait, Creative Director at VCCP, said their ongoing partnership with Declan Rice has always been grounded in comedic simplicity. “Declan Rice – Muller Rice, it just makes sense! We wanted to continue in this vein when promoting our Muller Rice Protein range,” he explained. “What happens when you combine Rice with Protein?
“You get an extra strong Declan Rice of course! Working with Declan is always a joy, and that’s not just because I’m a huge Arsenal fan. He’s great to work with, brings his own creativity to every project, and is always up for the ideas I throw at him. We’re always excited to launch new campaigns with Declan and we’ll be avidly supporting him this summer at the EUROs. Rice rice baby!”
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