Following on from the success of Tilda Together 2016, an integrated campaign targeting the education sector, our long-standing client, Tilda, was keen to build on last year’s success and the growing popularity for Brown & White rice, by refreshing the campaign for 2017.
Whilst last year the focus was very much on inspiring school caterers to prepare and cook nutritious recipes, this year’s Tilda Together campaign takes it a step further, building awareness of the sustained energy giving properties of Tilda Brown & White rice.
The campaign was inspired by independent research commissioned by Tilda, which showed that 90%¹ of parents would like to see more education around health and nutrition in schools from an earlier age, while over four in five parents would like to see more rice dishes on menus for their children. A further 65%¹ of parents felt that it was important their child has wholegrains, such as brown rice, in their diet.
The objective of the campaign is to drive sales of Tilda Brown & White in schools by engaging and educating school caterers on why they should use Tilda Brown & White rice and inspiring them with simple recipes suitable for pupils. A key element of the campaign is a competition for school caterers and teachers to enter, with every entry receiving a recipe book featuring nutritionally balanced, low GI recipes created by respected dietician Dr Sarah Schenker. The book also explains the nutritional properties of Tilda Brown & White rice over standard white rice and other carbs.
Open to both primary and secondary schools, the Tilda Together Competition will see one winner receive a sports day hosted at their school by British Half Marathon Champion 2015 and English 10,000m Champion 2015, Jess Coulson, as well as £500. In addition, Dr Sarah Schenker will hold an informative talk on nutrition, alongside a fun cooking session, providing an opportunity to sample simple recipes that demonstrate just how easy it can be to bring taste and nutrition together in dishes that offer genuine goodness.
The campaign has just been launched and will be promoted to schools through PR, social media, direct mail, e-marketing and online and will culminate in May.
We look forward to visiting the winning school and hosting their Tilda Together School Sports Day this summer!
¹Source: Independent research, Toluna, July 2015 (300 respondents)
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