Minute Rice
it’s just rice
Minute Rice, a pantry-shelf legacy brand was failing to connect with consumers today. Through our research, we found that consumers thought Minute Rice wasn’t in fact, real rice. It’s quick 1 minute cook-time raised some eyebrows.
The perception was that the product used a slew of additives or processing to make this happen. We created a ‘fine print’ campaign, in addition to a de-bunk style streeter to prove that Minute Rice is — just rice.
Creative Leads: Ella Potyrala, Julie Martinson Director: David Whillans Producer: Lori Ceravolo