Situation: The term terroir is most frequently associated with wine and it is used to describe how the grapes’ growing location is intrinsic to the flavor profile. A little-known fact is that the same holds true for rice. So when Village Harvest asked us to develop an ad campaign about their authentically-sourced rice, we wanted to demonstrate that rice grown in its native home is truly a passport to flavor.
Approach: PicYourTrip was not simply an advertising campaign; it included a promotion inviting consumers to send in a recipe photo to win a trip to any county where Village Harvest sources rice. In additional to clearly connecting the dots between rice and country, this prompted consumers to truly consider a key brand benefit. The campaign included digital ads, PR and social media as well as trade component.
Outcome: The campaign prompted a drastic increase in social engagement and reach, with the sharing aspect of social campaign adding considerable legs to the budget. Advertising performed extremely well, with the open rates on the blast emails 44% above average and click thru 68% above industry average. In addition, the contest garnered a database of recipe photos and Village Harvest captured the allegiance of consumers who now understand the benefit of authentically sourced rice.