Tilda New Year’s Rice-olutions

We’re very excited to announce our latest campaign for Tilda – celebrating the start of 2025 with Tilda’s ‘New Year’s Rice-olutions’.

Let’s face it, in food terms, January can be rather dull, as many of us are cutting out the indulgent food we love after the festive period. But, with the right ideas, this needn’t be the case, and our latest campaign for Tilda sets out to encourage consumers to kickstart 2025 with quick, tasty, and healthier meals using flavour-packed Tilda rice products. 

Building on the success of our 2024 ‘Ta-daa!’ campaign, we were tasked with exciting shoppers with an impactful off-pack promotion that would resonate with busy consumers and feature the core Tilda pouch range and their latest NPDs: Tasty Sides and rice pots, all united by great taste and convenience credentials. And that’s where Rice-olutions was born! 

The creative idea brings to life the colourful, beautiful, and balanced meals that can be created with Tilda, working hand in hand with Tilda’s colourful microwave portfolio—brightening up the dull winter months!

To add further excitement, we’re offering Tilda consumers the chance to win a selection of fantastic prizes that fit the spirit of the New Year and new experiences, including weekly experience vouchers to try something new, to daily giveaways of gym passes, Audible subscriptions, and meal plan gift cards, and more.

The campaign covers the Tilda microwave range (rice pouches, pots, and Tasty Sides) and is promoted with a wide-ranging retailer media plan, from online banners to competition barkers to retailer magazines. Plus, it’s also being promoted via BVOD and we’ve also created a suite of fabulous social media assets for Tilda’s own channels.

The campaign launched on 30th December and runs until 28th February, and can be seen at www.tildawin.com