Tilda, the leading out of home rice brand tasked Jellybean to drive sales of its Brown & White rice – which combines the taste and popularity of white rice with the wholegrain goodness of brown rice – and demonstrate its commitment to the education market.
Jellybean developed an integrated foodservice campaign called ‘Tilda Together’. Aimed at primary and secondary schools, Tilda Together gives schools the opportunity to win a themed activity day to educate pupils on food & nutrition, £500 cash prize and 20kg of Tilda Brown & White Rice for their kitchen.
The mechanic is simple, caterers just have to tell Tilda in 80 words or less why the school would like a Tilda Together Day. They can enter via a competition web page, or fill in a flyer or direct mail piece.
Now in its third year – with each year evolving the campaign – the 2018 campaign was supported with a high impact DM, e-shot, flyers, social media and PR, with a call to action to win a vegetable garden created by gardener and presenter of ITV’s ‘Love Your Garden’, Frances Tophill, as well as a workshop with top nutritionist Dr. Sarah Shenker.
This linked into growing reports in the press that children do not know where the food they eat comes from, and are most likely to adopt healthy eating and lifestyle habits while in their childhood years.
To drive entries and encourage further trial and usage of Tilda Brown & White, every single entry was rewarded with a 1kg bag and a ‘Tilda Together’ themed recipe book – also developed by Jellybean in conjunction with dietician Dr. Sarah Shenker.
Tilda Together 2018 saw a +22% increase in entries yoy – despite a shorter campaign window due to the planting season – as well as generating new leads for Brown & White across the education market.
PR generated 39 press clippings, and an opportunity to see of 1,240,698.