As the leading rice brand in the out of home market, how can Tilda make the most of National Rice Week? As a key calendar event for the brand, it was seen as an ideal opportunity to create a wider awareness of their speciality range – Fragrant Jasmine, Basmati & Wild & Arborio rice, which offers chefs and caterers an easy way to premiumise their menu and grow their profit margins.
We launched an integrated campaign around National Rice Week to inspire chefs across the nation to put more rice on their menus, by trading up to one of Tilda’s speciality rice varieties in order to offer more authentic and premium dishes that consumers are looking for.
We teamed up with award-winning development chef Dez Turland to produce a collection of recipes using the speciality range, helping to inspire chefs to add them to their menus and see for themselves the versatility and added value of these more premium rice varieties.
The recipes and profit opportunity message was communicated via an integrated campaign across Twitter, where the channel was re-skinned with a campaign specific theme, including a National Rice Week header, graphics, recipe frames and an animated GIF. The Twitter activity was also supported by giveaways and promoted posts to reach a wider audience and drive engagement.
In conjunction with the social media activity there was PR to relevant trade press, targeted email marketing, a dedicated webpage on the foodservice website and an email footer to highlight the campaign. As a simple call to action we created a downloadable poster to print, personalise and display in their establishments during the week to showcase their Tilda rice dishes on the menu helping to prompt purchase.
The week-long campaign was highly successful on Twitter, with the following excellent results:
New followers: 581
The press release was picked up by Chef’s Office, Restaurant Update and On-Trade Progress, and the campaign overall generated a total OTS of 330,389.