天美棋牌

sencka膽
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
in association with
Group745

M眉ller's Epic OOH Proves the Power of Protein Declan Rice

19/06/2024
333
Share
Cheeky VCCP campaign celebrates the launch of M眉ller Rice Protein during a summer of sport

Today, M眉ller Yogurt & Desserts continues its successful 鈥楻ice, Rice Baby鈥 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, VCCP and its content creation studio Girl&Bear. 

The out of home campaign 鈥楻ice + Protein鈥 is the latest campaign from M眉ller as the brand continues to push boundaries with its Declan Rice partnership, this time specifically promoting the brand鈥檚 M眉ller Rice Protein range. The campaign builds on the previous M眉ller Rice campaign and partnership which first launched in November 2022, of which M眉ller credits as playing a key role in the 9% value growth seen in M眉ller Rice in the last year.

The series of out of home billboards aim to land the creative idea that M眉ller Rice Protein helps power people through everyday scenarios, dramatising its effects as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole.

In one execution, Declan Rice lifts a sofa above his head while vacuuming, in another, he accidentally bends a goalpost leaning on it, he鈥檚 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. 

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鈥檛 just a source of fuel and nutrition for active people, but in the case of M眉ller Rice Protein - it鈥檚 a sustaining snack for people simply looking to get the most out of their day, more important this summer than ever before as we head into a 鈥楩ull On鈥 summer of sport.

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 鈥榯he URjj鈥: grabbing the bottle from the poster, as well as the success of the award-winning M眉ller Corner out of home builds in 2022, where billboards across the UK were seen to 鈥榖end鈥 at the corner. 

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眉ller will sponsor various Acast podcasts.

Talar El Asswad, marketing lead treats and desserts at M眉ller said, 鈥淧rotein is a fast growing area. We鈥檝e 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鈥檚 a wholesome protein snack, low in fat and sugar. Perfect to keep us living 鈥楩ull On鈥 lives.鈥

George Wait, creative director at VCCP said, 鈥淥ur 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鈥檚 not just because I鈥檓 a huge Arsenal fan. He鈥檚 great to work with, brings his own creativity to every project and is always up for the ideas I throw at him. We鈥檙e always excited to launch new campaigns with Declan and we鈥檒l all be avidly supporting him this summer at the Euros. Rice rice baby!鈥 

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.

Credits
SUBSCRIBE TO 天美棋牌鈥橲 newsletter
FOLLOW US
天美棋牌鈥檚 Global Sponsor
Language:
English
漏 2005-2023 天美棋牌Privacy and Cookie PolicyTerms and Conditions
v10.0.0