Tilda is putting £3m behind its rice range this year in a bid to drive both awareness and trial.
The campaign will consist of television advertising for the
microwaveable Rizazz lines, as well as sampling activity targeting a quarter of a million consumers for both Rizazz and Pure Basmati.
The latter will also get support from direct marketing and recipe cards that aim to educate consumers on the benefits of using pure basmati rice. Brand manager Laurie Chambers said the microwaveable rice sector in particular had “considerable growth potential”.