Skip to content
Search
AI Powered
Latest Stories

New Tilda campaign to elevate sales of steamed rice

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.

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less