{"id":18526,"date":"2024-06-19T14:50:32","date_gmt":"2024-06-19T13:50:32","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&p=18526"},"modified":"2024-08-10T10:54:00","modified_gmt":"2024-08-10T09:54:00","slug":"muller-rice-protein","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-rice-protein","title":{"rendered":"M\u00fcller Rice Protein"},"content":{"rendered":"
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Today, M\u00fcller Yogurt & Desserts<\/strong> continues its successful \u2018Rice, Rice Baby\u2019 partnership with footballer Declan Rice, launching an integrated campaign centred around a series of special build billboards and digital assets created by agency of record, <\/span>VCCP<\/b> and global content creation studio <\/span>Girl&Bear<\/strong><\/a>.\u00a0<\/span><\/p>\n

The out of home campaign \u2018Rice + Protein\u2019 <\/span>is the latest campaign from M\u00fcller as the brand continues to push boundaries with its Declan Rice partnership, this time specifically promoting the brand\u2019s M\u00fcller Rice Protein range. The campaign builds on the previous M\u00fcller Rice campaign and partnership which first launched in November 2022, of which M\u00fcller credits as playing a key role in the 9% value growth seen in M\u00fcller Rice in the last year.<\/span><\/p>\n

The series of out of home billboards aim to land the creative idea that M\u00fcller Rice Protein helps power people through everyday scenarios, dramatising its effects as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole.<\/span><\/p>\n

In one execution, Declan Rice lifts a sofa above his head while vacuuming, in another, he accidentally bends a goalpost leaning on it, he\u2019s shown walking his dog and throwing a tree instead of a stick, and in two hero special-build executions, Declan is lifting a 3D car above his head while he retrieves a football from the road.\u00a0<\/span><\/p>\n

The campaign aims to target and speak to the unspoken moments in everyday life where protein can play a role: contextualising the benefits of protein in everyday life and landing the message that protein isn\u2019t just a source of fuel and nutrition for active people, but in the case of M\u00fcller Rice Protein – it\u2019s a sustaining snack for people simply looking to get the most out of their day, more important this summer than ever before as we\u00a0 head into a \u2018Full On\u2019 summer of sport.<\/span><\/p>\n

The OOH campaign follows on from the recent FRijj OOH posters, which featured a 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, as well as 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 at the corner.\u00a0<\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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The campaign is supported by social static and video content across Meta and YouTube also featuring Declan Rice. Additionally, content in fan parks over throughout June and July, consisting of fanpark OOH and idents which will be shown prior to matches, and M\u00fcller will sponsor various Acast podcasts.<\/span><\/p>\n

Talar El Asswad, Marketing Lead Treats & Desserts at M\u00fcller said:<\/b> \u201cProtein is a fast growing area. We\u2019ve 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\u2019s a wholesome protein snack, low in fat and sugar. Perfect to keep us living \u2018Full On\u2019 lives.\u201d<\/span><\/p>\n

George Wait, Creative Director at VCCP said:<\/b> \u201cOur 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. 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\u2019s not just because I\u2019m a huge Arsenal fan. He\u2019s great to work with, brings his own creativity to every project and is always up for the ideas I throw at him. We\u2019re always excited to launch new campaigns with Declan and we\u2019ll all be avidly supporting him this summer at the Euros. Rice rice baby!\u201d\u00a0<\/span><\/p>\n

OOH will run until 30th June, and the wider campaign will run until 14th July across fan parks, OOH, social and YouTube. Media planning and buying was driven by EssenceMediacom and PR was handled by Ogilvy PR & Influence.<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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\n This campaign continues to build on that journey to introduce rice pudding to a new generation: It\u2019s a wholesome protein snack, low in fat and sugar. Perfect to keep us living \u2018Full On\u2019 lives. \n Talar El Asswad, Marketing Lead Treats & Desserts at M\u00fcller<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18526","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10247","hero_video":"","hero_image":{"ID":18534,"id":18534,"title":"2","filename":"2-1.png","filesize":2968067,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1.png","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-rice-protein\/attachment\/2-21","alt":"","author":"64","description":"","caption":"","name":"2-21","status":"inherit","uploaded_to":18526,"date":"2024-06-19 13:38:38","modified":"2024-06-19 13:38:38","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Rice, Rice Baby: M\u00fcller launches Rice Protein with striking OOH dramatising the power of protein Declan Rice ","meta-description":"Rice, Rice Baby: M\u00fcller launches Rice Protein with striking OOH dramatising the power of protein Declan Rice ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-2.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15660,"post_author":"61","post_date":"2022-11-16 09:07:56","post_date_gmt":"2022-11-16 09:07:56","post_content":"\n\n\n\n\n\n\n\n\n\n\n
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