Create TA-DAA! with Tilda rice

We’re over the moon to be working alongside Tilda on their latest ready-to-heat rice consumer activation.

Tilda is a much-loved, premium multicultural British rice brand, gaining a lot of momentum in the past few years to now become the UK’s no.1 rice brand in volume*. When they reached out wanting support for their ready-to-heat flavoured rice pouches, we jumped at the chance!

We set out to get shoppers’ attention along the path to purchase, with a creative idea that links ease and convenience with the exciting benefit of unlocking a world of flavour.


The idea is simple; Tilda flavoured steamed rice is putting the TA-DAA! into  mealtimes in minutes. Looking to create something new and inspiring? You can count on us to transform lunch or dinner into a plate to be proud of. Think easy experimentation with remarkable results.

It’s light-hearted, snappy, ownable and inspirational. And most importantly, it’s visually exciting and engaging. Perfect for a shopper activation!

Our idea is built on the insight that our targeted audience, are adventurous and super keen to try new things.  At the same time, they are afraid of failure and can’t afford the time to experiment with stuff that doesn’t work.  So we wanted to highlight that Tilda flavoured steamed rice is the perfect solution. Thanks to a wide range of over 25 flavours in handy microwavable pouch format, Tilda flavoured steamed rice is helping our audience discover new flavours and cuisines in minutes.


Activation across the shopper journey

At the heart of the promotion, we’re offering shoppers the chance to win a flavour-filled holiday for two!  Choose a fantastic flavour adventure in Jamaica, Mexico, Portugal or Greece. Which nicely links back to the flavours of the products (see what we did there?)

We’re also giving away 80 individual prizes to be won over 80 days.  Everything from air fryers to Tilda bundles, all centered around the bigger brand campaign of ‘Elevate your plate’.  We simply ask our consumers to purchase a pack of Tilda flavoured steamed rice to enter.

We’ve worked across the shopper journey with this activation, with creative working across many touchpoints, online and offline;

  • Shopper -, retailer magazine ads, online banners, aisle fins and more.
  • Social creative – Paid and organic social creatives alongside TikTok-specific content
  • OOH – 14 and 6 sheets at key locations across the country and on London Tube!


The campaign launched on 1st May and runs until 19th July, and can be seen at

* Source: Circana Total Rice, Pulses, Grains & Lentils Database, Volume Sales, 52weeks to 23.03.24 All Outlets