Cauli Rice ad - Twice the Health bloggers

 Food bloggers Hannah & Emily of Twice the Health star in one of three ads

Cauli Rice has announced plans for its first television and digital advertising campaign.

Kicking off on 19 April, the push comes after the startup brand asked its social media followers for recipes that made use of its rice alternative.

Activity will roll out nationwide across ITV and digital platforms including YouTube, featuring London food & fitness bloggers Hannah & Emily of Twice the Health; Myles Hopper, founder of healthy recipe kit brand Mindful Chef; and food writer Katherine Brook – all of whom responded to the social media callout.

Each of the three ads will showcase a quick and easy recipe using Cauli Rice as a key component, aimed at providing busy viewers with convenient and nutritious meal ideas.

The £270,000 drive comes after Cauli Rice raised £1.4m from a massively oversubscribed crowdfunding campaign – more than £1m higher than its initial target. Launched in May 2015 by former Unilever brand manager Gem Misa, the brand has seen its value sales reach £1.7m as Brits seek low-carb alternatives [Nielsen 52 w/e 15 October 2016].