Müller Yogurts & Desserts has partnered with England footballer Declan Rice as part of a multimillion-pound marketing campaign to attract new audiences.

The ‘Rice, Rice Baby’ campaign launched on 14 November and runs for five weeks.

It reworks the 90s hip hop hit from Vanilla Ice and runs across radio, social media and outdoor.

Müller is also working with Ladbible on dedicated social media content for the campaign.

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Toby Bevans, strategy and marketing director at Müller Yogurts & Desserts, said: “We know consumers really love this brand and, within our category research, we found it to be the clear favourite in terms of taste, variety of flavours, preference as a go-to tasty snack with options within the range for the whole family.

“What was also clear is that we have a really distinctive asset with our previous ‘Rice, Rice Baby’ adverts.

“So we are very excited to kick off our first Müller Rice campaign in five years. By working with Declan, we hope to engage with and entertain new audiences – bringing the enjoyment of Müller Rice to those looking for a tasty on-the-go snack.

“We will grow the category by evolving the brand into a go-to snack for busy young men and women. It is an exciting time.”

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