This year we were tasked with helping long-standing client Tilda capitalise on National Rice Week (19-26th September 2016) – a key calendar event for the brand. Via social media, our aim was to showcase the versatility of rice and to inspire chefs and caterers to put more rice dishes on their menus.
We worked together with a development chef to create seven new and exciting rice recipes using Tilda rice. By putting unexpected twists on traditional favourites, such as burgers, brownies and pizza, we looked to inspire caterers to try something a bit different. The recipes not only demonstrated that rice can be used to create simple gluten-free dishes, it also demonstrated the opportunity to increase profit margins by using rice to bulk up dishes without comprising on taste.
Photography was commissioned and the resulting images and recipes were hosted on a dedicated National Rice Week webpage on Tilda’s website, designed and populated by Jellybean. Point of sale was produced in the form of an eye-catching downloadable poster that operators could print, personalise and display in their establishments during the course of the week, allowing them to showcase their ‘Rice Specials’ and spread the word to their customers.
The campaign was supported with PR and a Twitter campaign and an animated GIF was also created and used together with promoted posts to drive traffic to the site and highlight the new recipes and Tilda rice in conjunction with National Rice Week.
The Campaign & Results
The campaign had a great response on Twitter delivering nearly 700% more impressions than the monthly average. Page visits were up by 300% and the account received almost 130 mentions – ten times greater than their monthly average. The press release was picked up by The Caterer, Care Home Catering and TUCO and generated a total OTS of 262,591.
Craig Dillon, Head of Foodservice at Tilda, commented
“As the leading rice brand out of home we wanted to create a tactical campaign to leverage National Rice Week, inspiring and supporting caterers to get involved using our rice. With the help of Jellybean we managed to effectively capitalize on the event with this standout integrated campaign.”
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