Dairy brand, Müller, has launched ‘Full On’, the brand’s first Müller Rice advertising campaign in five years. Inspired by the iconic 90’s song by Vanilla Ice, Müller Rice has teamed up with footballer, Declan Rice, and together, they will be re-working the anthem and raising awareness for the Müller 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.

The campaign, created in partnership with UK agencies of record, VCCP London and MediaCom UK, will roll out across multiple formats ,including DOOH, radio and social platforms including Instagram, Facebook, Twitter and TikTok for five weeks. At the heart of the campaign, sits the newly adapted ‘Rice, Rice Baby’ track starring Declan Rice. The Radio execution builds on current day football fan culture, and opens with Rice interrupting the original ‘Ice, Ice Baby’ track with his own ‘Rice, Rice Baby’ version, as he rallies a chorus of fans who join him. Similarly, the OOH execution features the footballer singing into a large megaphone against a backdrop of bold text reading ‘Rice, Rice Baby’.

As part of the campaign, Müller has partnered with LADBible for dedicated social content that will appear across LADbible channels, whilst Müller and VCCP channels will also feature behind the scenes work.

“There is a huge opportunity for growth with Müller Rice and we want to evolve the brand and show consumers that it is a delicious, low-fat snack when you’re hungry,” said Müller Yogurt & Desserts CEO, Justin Cook. “By working with Declan, we hope to engage with new audiences and bring the enjoyment of Müller Rice to those looking for a quick, tasty on-the-go snack.”