Declan Rice Gets Cooking with Müller for First Ever Signature Flavour

England footballer Declan Rice has partnered with Müller UK & Ireland to launch his own limited-edition Müller Rice flavour: Raspberry & White Chocolate, which he personally selected. The integrated campaign, created by VCCP Blue, features a surprise takeover of Rice's favourite London spot, playfully renamed "Dec’s Café".

The campaign, supported by social content, out-of-home (OOH) advertising, and point-of-sale materials, blends Müller's humour with cultural resonance. It highlights the contrast of the football star collaborating with the namesake dairy brand. A central social film stars Rice as head chef at Dec’s Café, preparing his signature flavour. This film, along with teasers and behind-the-scenes content, will run on both Rice's and Müller's social channels.

The activation extends in-store with visuals and tactical OOH placements, notably outside ASDA stores and near Arsenal hotspots in London starting July 17th. This builds on Müller's recent momentum and creative approach of transforming everyday moments into cultural experiences.

The limited-edition Raspberry & White Chocolate Müller Rice is available exclusively in ASDA stores immediately, rolling out to other retailers nationwide in September. The campaign draws inspiration from streetwear collaborations and pop-up culture, positioning Müller as a challenger brand breaking conventions with a playful, personality-driven concept.

VCCP collaborated closely with Rice's friends and family to create the café experience. The campaign aims to blend star power, brand familiarity, and fun, aligning with Müller's mission of prioritizing taste and joy.

Talar El Asswad, Müller's strategy and marketing director, stated the campaign celebrates the unexpected joy, praising Rice's down-to-earth energy. George Wait, VCCP creative director, emphasized Rice's genuine involvement beyond just endorsement, highlighting his hands-on role in flavour development and the concept of him serving his creation to the public.