Riviana Foods: This Rice Unites

Riviana Foods, a food brand, increased brand awareness among Hispanics, particularly among millennial Hispanics, in the USA with its bilingual campaign This Rice Unites.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Despite being a leading brand, Mahatma Rice lacked excitement and had an aging consumer profile, necessitating a revitalization and reintroduction to younger Hispanics.

Lopez Negrete developed a strategy satisfying both opportunities by targeting Hispanic millennial food explorers, helping them overcome two key barriers:

  • Insecurity in cooking rice as successfully as their moms; and
  • Not seeing rice as an enabler for flavor and cultural explorations.

The key to this target was to bring ease and confidence to preparation, as well as excitement in culinary exploration.

To take Mahatma...

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