{"id":18246,"date":"2024-05-07T17:08:55","date_gmt":"2024-05-07T16:08:55","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18246"},"modified":"2024-08-12T09:17:28","modified_gmt":"2024-08-12T08:17:28","slug":"the-urjj","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/the-urjj","title":{"rendered":"Embrace the URjj"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1lSt2M wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Today, <\/span><b>M\u00fcller <\/b><span style=\"font-weight: 400\">milkshake brand<\/span><b> FRijj<\/b><span style=\"font-weight: 400\"> launches its first new ad campaign in eight years, created by <\/span><b>M\u00fcller<\/b><span style=\"font-weight: 400\">\u2019s <\/span><span style=\"font-weight: 400\">creative agency of record <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP London<\/b><\/a><span style=\"font-weight: 400\">, marking M\u00fcller\u2019s move to continue to significantly invest in a major brand refresh.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign aims to dramatise what happens when the nation feels \u2018the URjj\u2019, playing FRijj\u2019s distinctive tagline \u2018Feel the URjj\u2019 &#8211; a line that has been in place for nearly 10 years.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A series of distinctive special-build OOH billboards sit at the heart of the campaign, each aims to bring to life the power of \u2018the URjj\u2019. This campaign follows on from the success of the award-winning M\u00fcller Corner out of home builds in 2022, where billboards across the UK were seen to \u2018bend\u2019 in the corner.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Each OOH site has a FRijj bottle-shaped hole in the centre, to give the illusion that someone has risked it all and embraced \u2018the URjj\u2019: grabbing the bottle from the poster. The special-build OOH sites each come with a cautionary disclaimer: \u2018Warning: contains thick and creamy milkshake\u2019.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The special-build billboards can be seen in four locations across London and Birmingham. Additional OOH sites across the country will display posters which feature the recognisable cow print pattern and advises caution due to FRijj\u2019s delicious taste: \u2018Warning: this ad may cause the URjj\u2019.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will also run across radio and social. Across both formats, <\/span><span style=\"font-weight: 400\">executions dramatise the moment when \u2018the URjj strikes\u2019 &#8211; often when you least expect it. In radio, there are two\u00a0 different comical scenarios in which \u2018the URjj\u2019 has struck at an inopportune time: one of which is during a first date, the other during a wedding. In the social executions, disclaimers advising caution and pixelated visuals are used to demonstrate the irresistible power of the URjj.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This campaign builds on FRijj\u2019s \u2018Feel the URjj\u2019 platform, which encourages the nation to risk it all, act on impulses and feel the URjj. It aims to encourage consumers to take a moment to feel, not think &#8211; and enjoy a cheeky milkshake.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">The campaign follows <\/span><span style=\"font-weight: 400\">M\u00fclle<\/span><span style=\"font-weight: 400\">r\u2019s recent multi-million pound Masterbrand TV campaign, \u2018Love every bit\u2019, which launched in July. <\/span><span style=\"font-weight: 400\">M\u00fcller also recently <\/span><span style=\"font-weight: 400\">redesigned its branded packaging and tapped into the \u2018nowstalgia\u2019 trend with Magic Eye Inc\u00ae executions to drive awareness of its new M\u00fcller Corner Originals range.<\/span><\/p>\n<p><b>Colin McKean and Emma Houlston, Creative Directors at VCCP London said:<\/b><span style=\"font-weight: 400\"> \u201cYou know when you start thinking about having a milkshake and suddenly the only thing you can think about is milkshake? Well, that\u2019s an URjj. There\u2019s no point resisting it. Just give in. Go and get yourself a thick, creamy M\u00fcller FRijj. What could possibly go wrong? Well, in our new campaign, consequences include romantic disappointment and familial estrangement. It\u2019s been an absolute hoot making this new FRijj work. Keep your ears peeled for the radio and look out for our herd of cow-print posters in the wild.\u201d<\/span><\/p>\n<p><b>Marketa Kristlova, Brand Equity Lead at M\u00fcller said:<\/b><span style=\"font-weight: 400\"> \u201cThis new campaign dramatises the moment \u2018the URijj\u2019 strikes, showing just how strong the power of \u2018the URjj\u2019 truly is. \u2018Embrace the URjj\u2019 aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The move marks the latest campaign as M\u00fcller continues to significantly invest in a major brand refresh. Following the award-winning M\u00fcller Corner out-of-home-series and M\u00fcller Rice\u2019s Declan Rice partnership, we unveiled a new multimillion pound Masterbrand TV campaign, redesigned its branded packaging and tapped into the \u2018nowstalgia\u2019 trend with Magic Eye Inc\u00ae executions to drive awareness of its new M\u00fcller Corner Originals range. All in effort to grow M\u00fcller brand and create smiles on people\u2019s faces.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run from the 6th May until 23rd June, with media planning and buying led by EssenceMediacom and PR managed by Ogilvy PR &amp; Influence. <\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1QXKCJ wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Embrace the &#8216;URjj\u2019 aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake \n        <cite>Marketa Kristlova, Brand Equity Lead at M\u00fcller<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18246","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10247","hero_video":"","hero_image":{"ID":18248,"id":18248,"title":"OOH 2 -low res","filename":"OOH-2-low-res-scaled.jpg","filesize":936326,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-scaled.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/the-urjj\/attachment\/ooh-2-low-res","alt":"","author":"64","description":"","caption":"","name":"ooh-2-low-res","status":"inherit","uploaded_to":18246,"date":"2024-05-07 16:01:53","modified":"2024-05-07 16:01:53","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1622,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-300x190.jpg","medium-width":300,"medium-height":190,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-768x487.jpg","medium_large-width":640,"medium_large-height":406,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-1024x649.jpg","large-width":640,"large-height":406,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-1536x973.jpg","1536x1536-width":1536,"1536x1536-height":973,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-2048x1298.jpg","2048x2048-width":2048,"2048x2048-height":1298,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"M\u00fcller dramatises the moment \u2018the URjj\u2019 takes over with missing FRijj bottles across special-build OOH sites","meta-description":"M\u00fcller dramatises the moment \u2018the URjj\u2019 takes over with missing FRijj bottles across special-build OOH sites","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/OOH-2-low-res-1-scaled.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16951,"post_author":"61","post_date":"2023-07-17 11:45:16","post_date_gmt":"2023-07-17 10:45:16","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"845059359\",\"blockId\":\"Z1YxWi3\",\"blockUniqueClass\":\"lazyblock-video-Z1YxWi3\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eOver 30 years ago M\u00fcller burst onto the UK market, grabbing consumers by the spoon amidst an aisle of plain, simple flavours and identikit formats. Founded on a bold and disruptive spirit, M\u00fcller is still producing the Nation's most loved dairy products today, albeit with a wider range, and within the context of a very different world.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith the ambition of reminding the nation what made M\u00fcller the unique, loved brand they first fell in love with, M\u00fcller is today launching its new masterbrand campaign, showing that there is (still) a M\u00fcller for everyone. \u00a0\u00a0\u00a0\u00a0\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eThe integrated campaign, created by agency of record \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e, shows a return to greatness for the brand with a bold and distinctive creative, playfully reminding the nation of its iconic status. At the heart of the campaign, sit three films which each hero a different M\u00fcller product and a different eating ritual.\\u003c\/p\\u003e\\n\\u003cp\\u003e\u2018Teacher\u2019, \u2018Family Tradition\u2019 and \u2018The Drop\u2019 all bring to life M\u00fcller\u2019s new brand platform, \u2018\\u003cem\\u003eLove Every Bit\\u003c\/em\\u003e\u2019 devised using insight from consumer research which revealed that the thing people love most about M\u00fcller products are the little rituals they get to enjoy with every single one.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u2018Teacher\u2019 \\u003c\/em\\u003etells the story of a schoolteacher in the school lunchroom who has to lick the creamy yogurt from the lid of her M\u00fcller Corner, no matter the consequences.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe \u2018\\u003cem\\u003eFamily Tradition\\u003c\/em\\u003e\u2019, tells a true coming of age story focusing on a young boy who wants to break free from his family\u2019s age old traditions of eating cold M\u00fcller Rice and enjoy his product warm.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eFinally, \u2018The Drop\u2019 tells the story of a newsreader who simply has to have his last drop of M\u00fcller FRijj.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eMark\u00e9ta Kristlov\u00e1,\\u003c\/strong\\u003e \\u003cstrong\\u003eBrand Equity Lead at M\u00fcller Yogurt \\u0026amp; Desserts\\u003c\/strong\\u003e said: \u201cWe\u2019re excited to celebrate some of our most loved products in our new masterbrand campaign. We\u2019re on a mission to remind the nation what makes M\u00fcller special while introducing our products to a whole new audience. What better way than through heroing the eating rituals that our consumers have and letting them know they can eat our products in any way they want to enjoy every last bit.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eColin McKean and Emma Houlston, Creative Directors at VCCP London, \\u003c\/strong\\u003eadded\\u003cstrong\\u003e: \u201c\\u003c\/strong\\u003eIt's not every day you get the chance to start the next chapter in a proper, fabric-of-the-nation brand's story. There's so much affection for M\u00fcller's iconic products and it's been a revelation to discover the little eccentricities and rituals people have with them. We're super proud of the work and hope everyone who appreciates a M\u00fcller yogurt, milkshake, or rice pudding, in whatever outlandish manner, really does love every bit.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003eTargeting lapsed buyers, the campaign aims to boost brand awareness and to remind consumers of its role as a fabric of the nation brand.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u201cLove Every Bit\u201d\\u003c\/em\\u003e will run from today until 19th November across TV, VOD, YouTube. Media has been planned and executed by EssenceMediacom.\\u003c\/p\\u003e\",\"blockId\":\"1NJ7Ku\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1NJ7Ku\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"845057365\",\"blockId\":\"ZCkpHV\",\"blockUniqueClass\":\"lazyblock-video-ZCkpHV\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"845331103\",\"blockId\":\"2kFMRn\",\"blockUniqueClass\":\"lazyblock-video-2kFMRn\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It's not every day you get the chance to start the next chapter in a proper, fabric-of-the-nation brand's story. 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\/-->","post_title":"Love Every Bit","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"love-every-bit","to_ping":"","pinged":"","post_modified":"2025-12-05 12:13:18","post_modified_gmt":"2025-12-05 12:13:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16951","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16999,"post_author":"64","post_date":"2023-07-25 17:10:08","post_date_gmt":"2023-07-25 16:10:08","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"848327493\",\"blockId\":\"Z1m7y0G\",\"blockUniqueClass\":\"lazyblock-video-Z1m7y0G\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003eLondon, 24\\u003csup\\u003eth\\u003c\/sup\\u003e July 2023\\u003c\/strong\\u003e: M\u00fcller Yogurt \\u0026amp; Desserts and agency of record VCCP London, is today unveiling a new campaign to herald the return of the \u201890s retro fan-favourite, M\u00fcller Corner Mississippi Mud Pie Inspired. Brought back by popular demand, the campaign taps into the age of nostalgia and dials up its iconic heritage with Magic Eye Inc\u00ae executions.\\u003c\/p\\u003e\\n\\u003cp\\u003eAimed at all M\u00fcller Corner lovers but in particular its \u201890s fans who bought and enjoyed the Mississippi Mud Pie Inspired flavour the first time around, the campaign aims to recruit a new Gen Z audience to try the retro M\u00fcller Corner flavour. Driving reappraisal of the M\u00fcller brand and targeting category growth, the launch highlights the brand\u2019s investment in expanding and optimising its portfolio of products to meet more needs and desires, with something for everyone.\\u003c\/p\\u003e\\n\\u003cp\\u003eFor years fans have been pleading for the return of M\u00fcller Corner Mississippi Mud Pie Inspired through government petitions to Meta community groups, to fans contacting M\u00fcller directly and this summer their prayers have been answered. The campaign is the first phase of the re-launch of the M\u00fcller Corner Originals range and continues to reinforce their brand platform: \u2018The icon that liberates us to play\u2019, encapsulating the inherent playfulness of M\u00fcller products and the feelings it hopes to inspire in its customers.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the heart of the campaign lies the resurrection of a craze which took the \u201890s by storm: Magic Eye Inc\u00ae.\u00a0 The op-art phenomenon was a series of 3D optical illusions, and an almost impossible puzzle for many to decipher. Working with the originators in Boston, Massachusetts, M\u00fcller Yogurt \\u0026amp; Desserts and VCCP collaborated closely to design an authentic Magic Eye\u00a0 Inc\u00ae Illusion, which reveals the retro flavor. 20\u201d and 10\u201d social films unveiling the long awaited Summer reveal have been set to the ultimate comeback tune, \u2018Renegade Master\u2019 by A.D.O.R. vs. Britni Fraser.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe omnichannel launch will be supported by a series of Magic Eye Inc\u00ae Illusions adapted especially for their formats of social media and PR. Out of home and fly posters have also been created and will be placed in close proximity to nostalgic concerts as well as in high footfall retro shopping areas. The first set of fly posters have been designed to tease fans with clues hidden in the Magic Eye Inc\u00ae puzzles, shortly replaced by a second set of designs where M\u00fcller will announce the exciting news that the favourite flavour is back.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eToby Bevans, Strategy and Marketing Director at M\u00fcller Yogurt \\u0026amp; Desserts \\u003c\/strong\\u003esaid\\u003cstrong\\u003e:\\u003c\/strong\\u003e\\u003cem\\u003e \u201cFrom fashion, footwear, and summer film releases, to Insta filters and TikTok trends, 90s aesthetics are having a moment. Consumer research told us there was massive potential in dialing into our own 90s heritage by bringing back one of our most-loved and sorely missed flavours - M\u00fcller Corner Mississippi Mud Pie Inspired. So now all those superfans who\u2019ve been petitioning us for its return can at last get a taste of that 90s icon.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003e\u00a0\\u003c\/strong\\u003e\\u003cstrong\\u003eCreative Directors, Emma Houlston and Colin McKean from VCCP London \\u003c\/strong\\u003eadded\\u003cstrong\\u003e:\\u003c\/strong\\u003e\\u003cem\\u003e \u201cThis project has been a blast from the past from start to finish. We\u2019re buzzing to bring some 90s-style wide-eyed good vibes to everyone who remembers Mississippi Mud Pie- Inspired M\u00fcller Corner and Magic Eye from first time round, while introducing them to a new generation. 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Inspired by the iconic 90\u2019s song by Vanilla Ice, M\u00fcller Rice has teamed up with footballer, Declan Rice, and together will be re-working the anthem and raising awareness for the nation\u2019s much-loved rice pudding and repositioning it as the perfect on the go snack for busy young men and women looking to get the most out of their days.\\u003c\/p\\u003e\\n\\u003cp\\u003eTo bring their brand promise to life, M\u00fcller has engaged one of the highest profile sportsmen, \\u003cstrong\\u003eDeclan Rice\\u003c\/strong\\u003e, as its brand ambassador. Declan is renowned as a playful, energetic and spirited part of every team he plays for, so who better to represent M\u00fcller Rice as the tasty snack that packs a punch?\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will roll out across multiple formats including DOOH, radio and social media platforms: Instagram, Facebook, Twitter and TikTok for a period of five weeks. At the heart of the campaign, sits the newly adapted \u2018Rice, Rice Baby\u2019 track starring Declan Rice. The Radio execution builds on current day football fan culture, and opens with Declan interrupting the original \u2018Ice, Ice Baby\u2019 track with his own \u2018Rice, Rice Baby\u2019 version, as he soon rallies a chorus of fans who join him. Similarly, the OOH execution features Declan singing into a large megaphone against a backdrop of bold text reading \u2018Rice, Rice Baby\u2019.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs part of the campaign, M\u00fcller has partnered with LADBible and dedicated social content will roll out across LADbible channels, whilst M\u00fcller and VCCP channels will also feature behind the scenes work.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cstrong\\u003eJustin Cook, Chief Executive Officer of M\u00fcller Yogurt \\u0026amp; Desserts\\u003c\/strong\\u003e, said: \\u003cem\\u003e\u201cWe are delighted to partner with Declan Rice on this new campaign, the first for the Rice brand in a number of years. There is a huge opportunity for growth with M\u00fcller Rice and we want to evolve the brand and show consumers that it is a delicious, low-fat snack when you\u2019re hungry. By working with Declan, we hope to engage with new audiences and bring the enjoyment of M\u00fcller Rice to those looking for a quick, tasty on-the-go snack. \\u003c\/em\\u003e\\u003cem\\u003e\u00a0\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u201cThis fun and energetic campaign with Declan is the perfect way to kick off the exciting plans we have in place for the brand, and we can\u2019t wait to see the results.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eCliff Hall, Chief Executive Officer, VCCP Blue \\u003c\/strong\\u003eadded: \\u003cem\\u003e\\u0022We are really pleased to create this new campaign for M\u00fcller Rice, with a fantastic partnership with one of the country's best footballers, West Ham and England's Declan Rice, it shines a light on the role of the brand to provide uplifting moments whilst fuelling the nation\\u0022\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eM\u00fcller worked with UK agencies of record \\u003cstrong\\u003eVCCP London \\u003c\/strong\\u003eand \\u003cstrong\\u003eMediaCom UK\\u003c\/strong\\u003e to partner with \\u003cstrong\\u003eLadBible \\u003c\/strong\\u003eto bring \\u003cem\\u003eFull On \\u003c\/em\\u003eto life.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003eM\u00fcller Rice: Full On \\u003c\/em\\u003eis live from today and will run until 18th December across OOH, Radio, Instagram, Facebook, Twitter and TikTok. 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