Increased Rice Sales at Retail
Our Strategy
- Developed outline and copy for My H-E-B Texas Life article, featuring an easy-to-prepare, heart-healthy rice recipe for the February Heart Health Month issue
- Identified RD health partners for quotes in by-lined article and press materials
- Secured and message trained RDs to support 8 H-E-B in-store demos
- Developed and distributed Heart Health Tool Kit for Rice members, media and supermarket RDs
Results
- Strategic partnerships with influential retailer and RDs in key rice market
- 8 in-store demos with samples to more than 1,000 consumers
- 1.5 million impressions from H-E-B by-lined article
- 191 media stories for an audience reach of more than 115 million
Our Strategy
- Developed taste & wellness platform to reposition rice as an important food choice in achieving a variety of eating goals
- Created identifiable symbol/logo that communicates rice messages of taste & health
- Developed “Healthy Rice Bowls” concept to communicate nutrition & convenience attributes
Results
- 96.5 million consumer impressions
- TV appearances on CNN, Weekend TODAY SHOW
