HERBA RICEMILLS (EBRO FOODS) – ARROZ SOS
We became partners of Herba RiceMills in the launch of an integrated communication campaign for the Arroz SOS brand.
1
Year of challenge
5
Millon Promotional Products
100
% Distribution at a national level
Participating areas
Brands
Brands
Present in
Spain
The challenge
HERBA RICEMILLS, world leading producer and distributor of rice, was looking for help to reposition the Arroz SOS brand in the market.
-
Brand awareness
The company aimed to enhance the consumption of Arroz SOS and rejuvenate the target consumer with a loyalty promotional campaign linked to the values of quality and tradition of the product.
-
Trust
We knew that the key was to portray Arroz SOS as a lifelong trustworthy brand, highlighting its quality and presence in Spanish homes for decades.
This is what we did
A comprehensive campaign, using a brand champion to boost consumer engagement: the well-known and endearing MasterChef participant, Maribel.
- We designed a national campaign around the slogan “Maribel’s rices” that was implemented in large stores and supermarket chains, with more than 5 million packets on offer.
- The communication was based on a 45” launch TV spot and additional 20” adverts. We also created a platform inviting consumers to share their rice recipes, participate in a prize draw of €5,000, win a vintage apron, or be one of the 50 exclusive recipes that would be published in Maribel & Cía’s Recipe Book
.
- We created an online report to measure in real-time the interaction and uptake of the campaign, including traffic to the website and social media pages and visits to the promotional landing page.
What did we achieve?
A 1 year project, covering different phases, where more than 5 million promotional packets were delivered nationwide.
Fulfilling all objectives: brand reactivation, visibility, product uptake and distribution increase.
And Herba RiceMills?
Herba RiceMills repositioned their brand after many years without investing in communication or marketing.
Herba RiceMills built up customer loyalty with a distribution increase in sales, compared to the same period without promotion.
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