New Tilda campaign to elevate sales of steamed rice

Leading British rice brand Tilda has unveiled a new advertising campaign, aimed at driving the growth of its steamed rice range by educating consumers on how Tilda products, with the high quality grains and great taste, can turn any meal into masterpiece.

Launching across TV and Video on Demand, "Elevate Your Plate" is the first major above-the-line campaign for Tilda’s range of steamed rice packs and marks the start of the brand’s seven-figure marketing investment into its Ready To Heat (RTH) range, which will represent Tilda’s focus across 2021. The creative positions Tilda steamed rice as a fundamental part for a range of different cuisines and aims to inspire consumers to widen their repertoire and try rice dishes from around the world, in turn driving sales of Tilda’s tasty 20-plus range of rice in a RTH format.

The new creative aims to educate consumers on how rice is a vital part of a range of dishes – not something made to merely sit on the side. Anna Beheshti, Head of Marketing at Tilda comments: “As one of the UK’s leading rice brands, we recognise the opportunity that rice, which is such a versatile carbohydrate around the world, offers retailers. As such, we recommend that they stock a wide range of Ready To Heat flavours, including innovative flavours such as Peri Peri and Firecracker rice, to help them drive incremental sales. With more people eating at home than ever before, we know it can be hard for consumers to find the inspiration – or the time – to cook delicious meals day in, day out."

Opening with the line, "I can make everything nice with Tilda steamed rice," the creative watches an amateur (but enthusiastic) home cook grow in confidence and ambition as he crafts an array of dishes of increasing complexity, all with rice at their heart.

In addition to the advert, Tilda will be driving awareness with consumers through an intergrated marketing campaign including ads on YouTube, as well as through a targeted PR and social campaign. Tilda will also be pushing the range with instore activity across multiples, online and in convenience.