Content-led campaign educates consumers about rice

MPG Media Contacts and Simply Media have created a bespoke content-led campaign for Tilda Rice to educate consumers about how to cook the perfect rice and incorporate it into their meals.

The campaign features BBC television chef Anjum Anand and celebrity chef and author Jo Pratt.

The five-minute programmes will demonstrate how to use Tilda in various ways, and will be rolled out throughout February across the AOL food portal and the Good Food Channel website.

A radio campaign on Magic FM will also run alongside the online campaign that will be delivered through 40-second features highlighting cooking tips, driving listeners online to view the programmes.

MPG Media Contacts used its in-house content unit and Simply Media to work with Tilda to create this bespoke, content-led campaign.

This is the first time that Tilda has embarked on a campaign such as this, syndicated across online platforms.

Tilda wants to educate consumers how to cook the perfect rice and encourage individuals to use rice in more of their meals.

There is a perception that rice is hard to cook and that people only use it for staples such as chilli con carne and curry.

Tilda also wanted to show how versatile and exciting cooking with rice can be.

'This content demonstrates how brands can increasingly reinforce their brand values, and complement more traditional advertising, by using entertainment to engage with their consumers to give them something of value that they want in a trusted environment,' said Dallia Hussein from MPG.

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