The task

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.

Food Service Marketing Agency - Tilda National Rice Week - Jellybean Creative Solutions
Food Service Marketing Agency - Tilda National Rice Week - Jellybean Creative Solutions
The solution

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 results

The week-long campaign was highly successful on Twitter, with the following excellent results:

Impressions: 219,800
Engagements: 3,416
New followers: 581
Retweets: 883
Likes: 551

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.

“We know from market insight that consumers want authentic dishes and are prepared to pay more for them. So, this year we wanted to focus our annual National Rice Week campaign on inspiring chefs to make the most of Tilda rice with our speciality range. Offering both a different flavour profile, as well as a chance to drive a higher margin, the range is hugely versatile and Dez created some stunning recipes which showcased this incredibly well. The integrated approach Jellybean took ensured we reached our target audience with engaging and inspiring content which continues to reinforce our status in the market as the chef’s choice when it comes to rice. This campaign is a great example of how we leverage relevant opportunities for the brand with the help of the team at Jellybean.“
Craig Dillon
Head of Foodservice, Tilda

Jellybean Creative Solutions

Jellybean Creative Solutions – an award winning independent foodservice marketing and foodservice pr agency. Specialising in foodservice, retail and consumer integrated communications including, insight, design, digital, PR and social media.

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    4 Bridge Street,
    KT22 8BZ
  • +44 (0)1372 227950
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