Minute Rice is making overtures to younger consumers and refreshing its brand identity in service of that end.
The Riviana-owned brand’s hero spot shows a man who suddenly has to host a dinner party, turning to a microwavable cup format to accommodate the gathering.
“Minute Rice’s new campaign and refreshed packaging embodies the timeless essence of the brand while embracing the contemporary needs of today’s consumers,” says Garima Patodia, senior brand manager of rice portfolio for Riviana. “The brand relaunch not only reflects our commitment to quality and convenience, but also demonstrates our dedication to ensuring Canadians can enjoy reliable and fulfilling meals, whether they are cooking for themselves, their family or even hosting friends.”
Patodia tells strategy that the CPG completed a “total brand refresh” across its portfolio, covering its instant segment with four different rice types, plus its ready-to-serve microwavable cups. The portfolio includes its newly released SKU innovation, Mexican-style rice.
On pack, the logo has been modernized with Minute Rice ensuring consistent communication across the entire portfolio, and “with a strong brand block” even if packaging formats differ.
“We are looking to target Gen Z and millennial consumer segments,” she says, adding that Minute Rice is a perfect fit for active lifestyles, and that now is the right time to focus on increasing its household penetration with this consumer group.
Integrated branding agency Bridgemark led overall design and positioning of Minute Rice’s evolution. Elemental supported social, digital and shopper marketing creative, as well as the media buy, while Rock-It is assisting with PR.
The marketing campaign spans connected TV, social, digital and in-store media across all mainstream grocery banners, which includes shelf talkers, coupons and an Instacart campaign for those seeking rice products.
The brand’s shopper messaging includes the slogan “New look. Same amazing rice.”
“We’re connecting with consumers through the entire path to purchase,” Patodia explains, saying the latest campaign is a “significant investment” for the brand, which has been around for decades in the Canadian market.
To further the campaign’s reach, Minute Rice brand also enlisted the help of Spain-based Fairweather to create connected TV creative. With this new campaign launch, Minute Rice brand says it will reach more than seven million Canadians.
