Dainty Foods’ first national campaign, “Everyone Deserves a Little Dainty,” features diverse rice dishes and personalities showcasing how the product integrates into people’s lives.

For the 140-year-old Canadian rice company, the campaign reflects the brand’s ambition to establish itself Canada-wide, particularly given its unique position as the only Canadian rice company milling and packing rice domestically, in Windsor, Ont.

Sherry Wahid, director of marketing for London, Ont.-based agency partner Giant Creative, tells strategy the campaign’s budget reflects a considerable investment in building brand awareness and driving measurable results. “The timing is strategically aligned with Dainty’s new production facility, capitalizing on its organic growth and readiness to expand its national footprint,” Wahid says.

Dainty has historically focused its marketing efforts on a more localized level, using digital and traditional channels in key markets like Windsor and Montreal, complemented by in-person events at home shows across Canada, Wahid explains. The latest campaign has expanded that focus into a digital and DOOH-focused effort across Ontario, B.C., Alberta and Quebec.

According to Caddle research, 55% of Canadians purchase rice monthly or more, 80% eat rice at least several times a month and 36% are open to brand switching if their preferred one is out of stock.

This campaign primarily targets Canadian millennials and younger generations (18-45), appealing to a broad spectrum of lifestyles and preferences reflected in the diverse Dainty Personalities it’s developed: “The Nonna” (tradition and family), “The Improviser” (spontaneity and creativity), “The Perfectionist” (precision and detail) and “The Trendsetter” (food aesthetics and social media, pictured).

To further personalize the experience, each personality is accompanied by a curated Spotify playlist that echoes the individual style of our featured Dainty personalities, Wahid adds. “The Dainty website itself is central to the campaign with an interactive homepage takeover that uses video, personality quiz (coming soon), Spotify playlists, and other engaging elements to drive deeper interactions and increase brand awareness,” she says.

Giant Creative has worked with Dainty dating back to last summer.