Müller Rice : Going the Distance – NYC Promotion

Müller Rice wanted to run a promotion across it’s Rice products that encapsulated sports, in particular running. It is important for anybody wishing to “Go The Distance” that their body is fuelled with the most appropriate fuel – A Müller Rice.


The brand challenge was left open for us to brainstorm and create unique and engaging ideas for an on-pack promotion that drove sales across the Müller Rice limited edition SKUS, as well as gaining retailer buy in to stock the lines.


Printed onto 1.3million limited edition packs Müller Rice gave one lucky winner the chance to win an amazing 5-night holiday to New York, to include a bespoke private running tour, gourmet pre-prepared picnic in Central Park and travel allowance.


We developed initial promotion ideas and themes for Müller to select and move forward, from this creative design of packaging elements including product and insert card design, unique code generation and full promotional website design. We also handled the weekly reporting & evaluation as well as winner management.


With over 6,000 entries, a 0.46% redemption rate and one very happy winner this promotion also saw a 3% increase in the brands rate of sale volumes.

Client: Müller Rice