WATCH: Declan Rice creates his own Müller Rice flavour

Müller Rice has launched a new marketing campaign featuring Arsenal footballer Declan Rice. The campaign, created by agency VCCP, celebrates the introduction of a limited-edition white chocolate and raspberry flavour developed by Rice himself.

VCCP collaborated closely with Rice's family and friends to develop the campaign. Its centerpiece is a hero advertisement starring Rice as the head chef at "Dec's Cafe," depicting him opening the cafe, unpacking deliveries, and preparing his new flavour.

VCCP Creative Director George Wait highlighted Rice's active role, stating the footballer didn't just lend his name but deeply involved himself in sharing ideas, sampling, and refining the flavour. The ad concept aimed to showcase Rice working in a "classically cool café kitchen" and serving his creation.

The campaign launches on Rice's and Müller's social media channels on July 17th, supported by behind-the-scenes content and teasers. It will also include in-store marketing and out-of-home placements near Asda stores and Arsenal hotspots.

Production was managed by Status Creative, with design handled by Girl&Bear and support from Bernadette. Müller's Strategy and Marketing Director, Talar El Asswad, described the campaign as celebrating "the joy of the unexpected" and Rice's "fresh, down-to-earth energy," aiming to create a proper brand moment rather than just putting his name on the product.

The limited-edition white chocolate and raspberry flavour will be available in Asda stores this week and roll out nationwide across other retailers starting in September.