Muller 'Rice Rice Baby'

Client: Muller Rice

For years, the dessert category had focused purely on selling to women. But with the World Cup fast approaching, and more men than women eating Muller Rice, we spotted an opportunity to relaunch the product in a completely new way.

We’d get the nation singing ‘Rice, Rice Baby’ at the World Cup, cheering loudly and proudly for Declan Rice and the rest of the England squad.

Our campaign, fronted by Declan Rice himself, promoted through LADBible and TikTok, generated 40 million impressions, saw word-of-mouth triple over the campaign period, and a whopping 62% more men buying Muller.