To drive sales of Tilda’s Brown & White rice in schools.
Now in its fourth year, the Tilda Together campaign is aimed at both primary and secondary schools across the UK, promoting Tilda’s Brown & White rice which brings together the health benefits of wholegrain with the taste and visual appeal of white rice. Similarly, the campaign also brings together school caterers, pupils, teachers and parents around the importance of providing delicious, nutritious meals in schools and encouraging pupils to try new foods, so that they enjoy a varied diet from a young age and embrace other cultures and cuisines.
This year the campaign focused on Tilda’s charity link-up with Mary’s Meals, who provide life-changing daily meals to impoverished schoolchildren in 15 countries across Africa, Asia, Latin America and the Caribbean. With rice at the heart of many of the meals they serve in schools, the charity was a perfect fit for Tilda in education. At the core of this year’s campaign was Tilda’s ongoing pledge to donate the equivalent of a meal to Mary’s Meals for every bag of Tilda Brown & White sold, helping school caterers provide healthy, balanced meals for their own pupils, whilst at the same time supporting the valuable work of Mary’s Meals around the world.
The integrated campaign creative reflected Tilda’s vibrant new ‘Tildalicious’ brand positioning, which is all about ‘embracing life in all its flavours’. It encouraged school caterers and pupils to explore a range of cuisines from around the world, with recipes developed by award-winning school caterers and inspired by the regions Mary’s Meals operates in.
As well as the charity donation, school caterers could enter a competition by simply saying why they would like to host a Tilda Together activity day at their school. All entries received a Tilda Together recipe book and sample of Tilda Brown & White rice, giving caterers the opportunity to create some truly inspiring and delicious dishes which were developed especially for schools.
Along with a cash prize, local PR and 25kg of Tilda Brown & White rice, the winning school (who has now been chosen) is set to enjoy a fun and educational ‘Tilda Together Day’ including a nutritional talk by a qualified dietician, a talk by Mary’s Meals on their charitable work, an interactive cooking lesson, and an activity session packing backpacks for the charity to distribute to schoolchildren across the globe (scheduled for Sept 2019).
To date the integrated campaign has encompassed PR, social media, direct mail, HTML and digital platforms, as well as offering the sales team an effective ‘door opener’ with which to reach new LEAs, MATs and schools. And with the Tilda Together Day still to come, the campaign is far from over.
This year’s Tilda Together campaign was very well received and saw an 18% increase in entries year-on-year, generating new leads for Tilda Brown & White across the education market and driving market penetration with new LEAs and MATs.
To date PR has generated a total of 27 cuttings across key titles such as LACA, Cost Sector Catering, Educatering & Stir it Up and an OTS of 785,235.
The Mary’s Meals partnership has been so successful that Tilda have now extended their pledge to include not only Tilda Brown & White Rice, but also Tilda Wholegrain Brown Rice and Tilda Brown Basmati.
Since the partnership was announced in July 2018, Tilda have managed to donate over 106,000 meals to vulnerable schoolchildren across the globe.