RICE TV
Muller signed up Declan Rice to promote, you guessed it - Muller Rice. After putting out a bunch of posters that spelt the idea out for anyone who was struggling to get it, they asked us to figure out how to promote the partnership during that big football tournament in the middle east that we weren’t allowed to mention by name.
So, we came up with the idea of RICE TV. A fun homage to football fan channels. Only this fan channel didn’t follow a team it followed all things rice related. “How much rice related stuff can there be to follow???” we hear you scream. Well, a lot as it turns out.
We got popular presenter and social presence Craig Mitch to go out amongst England fans on match days to get them talking about and getting involved with all things Rice. RICE TV was shown on Mullers social channels including Instagram and Tiktok, and promoted by Craig too meaning it got tens of thousands of interactions in the first day alone.
We made nearly twenty episodes of RICE TV that aired over the course of the World Cup. Here are a selection of them…
Launch
Chant
The Rice-bucket Challenge
‘Would You Rather?!…’
Talking Rice - USA Fan
Know Your Rice?
The Tongue Twister
The Nutmeg Challenge
The Footy and Spoon Race
Not only did we create the show, come up with the all the content and choose the presenter, we also helped direct it, get hoards of drunk England fans involved, hold the lighting equipment and more. It was as fun as it was intense, but worth it in the end.