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Press Release


Muller goes on tour to promote 'Surprisingly Nice Rice'

Muller goes on tour to promote 'Surprisingly Nice Rice'

The 'Müller Rice Surprisingly Nice' integrated marketing campaign has kicked off with a nationwide television advert and print campaign highlighting “snack o’clock” as the brand looks to enhance current customer engagement, intrigue potential new customers and introduce its new “mini” range of 95g pots, which are sold in 6 packs.    

To support the new TV advert, a large scale experiential tour distributing Müller Rice throughout the UK began on March 17, 2010 and will run until the end of August.

Targeting 16-34 year olds primarily, the tour will visit football clubs, music festivals, concert venues and universities in addition to more traditional venues such as shopping centres and offices in eight target audience regional “hot spots”.

As well as the experiential trailer, Müller Rice pop up shops will also be appearing in Cardiff, Derby and Liverpool. These shops will remain in the same location for up to one month, reminding residents on a daily basis of the snackable properties of Müller Rice.

Lisa Brazier, Müller Rice’s Marketing Manager, says: “We’re very excited about the new ad creative and sampling tour. It represents the perfect opportunity for Müller Rice to confirm its position as the ideal snack amongst its core audience.”

In order to promote the new mini pot range, customers will have the opportunity to win a Mini First Hatch via a national ‘Pot the Difference’ competition. Customers will be required to spot the difference between two, apparently identical, pots of Müller Rice submitting their entry directly at one of the pop up stands or via a dedicated website*.

During the sampling tour, each customer will be given the opportunity to leave a filmed testimonial after trialling the product. These will then be made available for viewing on YouTube and on Müller’s website. Through the website, customers will also be able to order free deliveries of Müller Rice to their offices and find out about the next stop on the experiential tour**.

In addition to the national TV advertising, the campaign will also be supported by print adverts across all national newspapers and male and female consumer magazines as well as online banners and outdoor posters at UK supermarkets.

The TV advert has been created by VCCP, with MediaCom planning distribution, Sense are managing the experiential tour, Resonate are managing the public relations and Carlson marketing are running the supporting website and online content. 

For further information please see

* Promotion starts 17/03/10 and closes at 18.00hrs on 20/09/10. Only open to residents in the UK, aged 18 years or over. A valid email address is required for entry. Terms and conditions apply. Visit for details.

** Offer closes 07.05.10. Products subject to availability. Offer only available to work places located within selected postcode areas in Great Britain with between 100-500 employees. Only one application per company permitted. Müller reserves the right to remove this offer at anytime at its sole discretion.

- Ends -

Issued on behalf of Müller Dairy (UK) Limited

Tel:  01630 692000


Press enquiries, please contact:  

Lewis Miles at Resonate PR

Tel: 020 7861 2525                    



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