Minute Rice

  • The Situation

    Minute Rice was being greatly outspent by the category leader, Ben’s Original, who had built its brand largely around promoting cooking as a rewarding family activity. We needed something to counter that positioning.

  • The Strategy

    Audience research revealed that large segments within the target market didn’t connect with the Ben’s strategy. Why? They wanted to spend less time cooking and more time together eating. This led to a campaign tied to one simple idea: with Minute Rice you can make dinner fast— meaning more time to slow down and enjoy it.

    Then we took it further with an ongoing content strategy to promote more frequent usage, by showing people how easy it is to use Minute Rice in all sorts of ways, with recipes that are both simple and delicious.

  • The Results

    Sales and brand lift were up across the board, with a 16% increase in sales for ready-to-serve Jasmin Rice alone.

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