Müller Rice has launched a new campaign starring Arsenal footballer Declan Rice.
The work, devised by creative agency VCCP, celebrates the launch of the brand’s limited-edition white chocolate and raspberry flavour, created by Rice himself.
To create the work, the agency worked closely with Rice’s family and friends.
At the centre of the campaign is a hero spot, starring the footballer as head chef at Dec’s Cafe. The video follows the sporting star as he opens up, unpacks deliveries and makes his new flavour.
George Wait, creative director at VCCP, said: “We’ve worked with Declan for many years now, and this is a project we’ve 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.
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“He hasn’t just put his name to an arbitrary flavour, he’s 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 café kitchen, working his magic and serving up his new flavour to the people.”
It will launch on Rice’s and Muller’s social channels, supported by behind-the-scenes content and teasers. The marketing drive will run in stores and out-of-home placements near Asda stores and Arsenal hotspots from 17 July.
Status Creative managed production, while Girl&Bear handled design, supported by Bernadette.
Talar El Asswad, strategy and marketing director at Müller, said: “This campaign is about celebrating the joy of the unexpected. Declan brings a fresh, down-to-earth energy that perfectly complements Müller Rice. We didn’t want to just put his name on the pot – we wanted to create a proper brand moment to help put a smile on the nation’s face.”
The flavour will be available in Asda stores from this week and roll out nationwide across other retailers from September.