Müller Rice : Win a Rapping Tasty B Bear

Müller Rice wanted to run an on-pack promotion that excited shoppers by bringing back their iconic brand ambassador – Tasty B the bear whilst driving sales for the brand across the promotional period.


From research carried out ATOM understand that running promotions that appeal to a larger amount of shoppers, sometimes outside the core target audience is key to increasing sales. Couple this with the instant win element of a promotion ATOM brought to life “Win A Rapping Bear”.


Previous knowledge of premium on pack promotions, ATOM suggested limiting the amount of bears available to shoppers ensured Müller stayed within budget. Müller Rice gave 5,000 lucky shoppers the chance to win their own rapping Tasty B Bear who spoke three Müllerlicious phrases.


ATOM created initial campaign ideas and promotional Tasty B themes for the revival of Tasty B, full management of sourcing premiums from design concept, cost negotiation, testing and accreditations to handling and fulfilment, packaging design, unique code generation and full promotional website design.


The campaign saw over 7,000 entries with ATOM acting as a one-stop solution for Müller to handle the full on pack campaign gives the brand not only one point of contact but also cost efficiencies.

Client: Müller Rice
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