Minute Rice is positioning its convenience-focused products as also being healthy and tasty with its new “Weekday Win” campaign.

The Catelli Foods brand has re-designed its web presence to act as a more robust content hub than what it had before, and focuses on “1+1+1” recipes (Minute Rice, plus one vegetable, plus one protein) to help Canadians make healthy meals while still saving time, a meal combination the brand has dubbed a “Weekday Win.”

Going into the campaign, Minute Rice enlisted Environics to conduct research about Canadians’ eating habits when they are strapped for time, an area Minute Rice has traditionally been very active in. It showed that while 90% of Canadians feel satisfied when they make a “wholesome” meal, only 26% are able to do so regularly, with nearly half saying not being able to due to changing nutrition guidelines and time constraints made them feel like a “failure.” With “Weekday Win,” Minute Rice is looking to position itself as a source of meal solutions that are both time-friendly and have the “wholesome” feel they are looking for to feel like a “winner.”

Aside from the website, the “Weekday Win” campaign will also feature a robust PR and influencer campaign, with food bloggers Ceri Marsh and Laura Keogh of Sweet Potato Chronicles going on a broadcast media tour, as well as a network of food influencers sharing their own Minute Rice recipes on their own social channels and food blogs. The brand has also partnered with Loblaw’s to co-host classes in its cooking schools to teach Canadians recipes that use Minute Rice.

Environics is handling all influencer relations for the campaign, while Hunter Straker is handling in-store and Bam Strategy handled the website redesign.

Norma D’Onofrio, senior brand manager for Minute Rice at Catelli Foods, says the goal of this campaign is to help address some perception challenges Minute Rice has been facing, namely to dispel the assumption that Minute Rice is only one kind of rice (it has several options, including jasmine and Basmati) and that it is real rice that has been pre-cooked and dried to save on preparation time, and isn’t some kind of substitute. By focusing on health and showcasing meals that can be made with Minute Rice, the campaign also looks to resonate with a broad target.

“This campaign aims to reach a variety of targets,” D’Onofrio says. “Busy Canadian parents struggling to get quick meals on the table for their family, urban singles who don’t have time to make a meal from scratch and professional couples who want a wholesome meal during their week that won’t break the bank.”