{"id":20130,"date":"2025-07-11T16:53:44","date_gmt":"2025-07-11T15:53:44","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20130"},"modified":"2025-07-17T09:45:43","modified_gmt":"2025-07-17T08:45:43","slug":"the-declan-rice-muller-rice","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/the-declan-rice-muller-rice","title":{"rendered":"The Declan Rice, M\u00fcller Rice"},"content":{"rendered":"
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England footballer Declan Rice<\/strong> is swapping boots for bowls this summer as he partners with M\u00fcller UK & Ireland<\/strong> to launch his very own limited-edition M\u00fcller Rice flavour: Raspberry & White Chocolate, hand-picked by Declan himself. In a playful twist on the traditional product drop, the integrated campaign – created by VCCP Blue<\/strong> – kicks off with a surprise takeover of Declan\u2019s favourite London spot, playfully renamed Dec\u2019s Caf\u00e9.<\/p>\n

The campaign, supported by social content, out of home and point of sale, brings M\u00fcller\u2019s<\/strong> signature humour and brand personality to life in a new, culturally resonant setting. Part product launch, part brand experience, Dec\u2019s Caf\u00e9 celebrates the playful contrast of one of football\u2019s biggest names joining forces with his namesake, one of Britain\u2019s most familiar dairy staples.<\/p>\n

The campaign is led by a hero social film featuring Declan as head chef at Dec\u2019s Caf\u00e9, opening up the shop, unpacking deliveries and whipping up his signature M\u00fcller Rice flavour. The film will launch across both Declan\u2019s and M\u00fcller\u2019s social channels, supported by teaser content and behind-the-scenes content to keep up momentum and spotlight Declan\u2019s personality. The campaign extends in-store with accompanying visuals and tactical OOH placements outside ASDA stores and in proximity to Arsenal hotspots in London from 17th July.<\/p>\n

It also builds on the brand\u2019s momentum across recent campaigns, building on the energy of M\u00fcller and the unexpected humour and culturally connected campaigns of M\u00fcller Corner<\/strong> and Bliss<\/strong>. This latest collaboration further cements the brand\u2019s creative approach to transforming everyday moments into standout cultural experiences.<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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And it\u2019s not just for show, Declan really did pick the flavour himself. The limited-edition product will be available exclusively in ASDA<\/strong> stores from this week, rolling out across other retailers nationwide from September.<\/p>\n

The activation takes inspiration from streetwear and luxury lifestyle collaborations and pop-up culture, reinforcing M\u00fcller\u2019s position as a challenger brand unafraid to break category conventions. This isn\u2019t the usual dairy story – it\u2019s a cheeky, playful, personality-driven moment designed to cut through.<\/p>\n

To bring the idea to life, VCCP worked closely with Rice\u2019s friends and family to co-create the caf\u00e9 experience, with production led by Status Creative<\/strong> and design by Girl&Bear<\/strong>, supported by Bernadette<\/strong>.<\/p>\n

The result is a campaign that blends star power, familiarity, and fun – staying true to M\u00fcller\u2019s mission of putting taste and joy at the heart of everything it does.<\/p>\n

George Wait, Creative Director at VCCP<\/strong>, added: \u201cWe\u2019ve worked with Declan for many years now, and this is a project we\u2019ve talked about from the start – a chance for him to truly make his mark on the brand and get something of his own on the shelves. He hasn\u2019t just put his name to an arbitrary flavour, he\u2019s rolled up his sleeves, sharing ideas, sampling and refining – making the flavour truly his own. We wanted to celebrate this by placing Dec in a classically cool caf\u00e9 kitchen, working his magic and serving up his new flavour to the people.\u201d<\/p>\n

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