The Rice Thief
Müller Rice is a legacy brand which sits warmly in the bellies of many customers globally. This campaign illustrates just how dangerously deliciously irresistible Müller Rice is. Some even go to extreme lengths to obtain a pot… Müller Rice is criminally delicious. Müller Rice, so good it’s criminal!
Concept & Execution
This five minute TV advertisement script explores the irresistible nature of Müller Rice. The advert opens to retelling of a notorious thief nicknamed The Rice Thief. Now an unsuspecting old man who now resides in the infamous HMP Belmarsh Prison. The Rice Thief’s backstory is set in a society in which Müller Rice pots are a luxury. The Rice Thief sets off on a heist travelling from country to country to acquire the tasty snack until he is eventually caught.
This advert raises the stakes and creates a high intensive narrative filled campaign for Müller Rice. One that is guaranteed to make heads turn and thumbs stop scrolling. With a catchy jingle at the end “Müller Rice so good it’s criminal!”
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Strategy & Promotion
The strategy behind writing the The Rice Thief script was simply to create a fun watchable campaign for Müller Rice. Which takes the audience on an intense narrative filled retelling of a great heist.
The advert could support a competition rollout for a global heist style scavenger hunt, for customers worldwide to journey on to win prizes. With hidden clues dotted around major cities, and codes under Müller Rice pots lids. Customers will race to be the first to find the mysterious Müller Rice flavours.