THE CONTEXT:
In 2020, Riceland launched Rice ‘N Easy, a line of convenient microwavable rice pouches. The pouches are designed to feed two, come in a variety of flavors that span the globe - Thailand, India, Italy, Spain and Mexico - and are ready in 90 seconds. 

With striking design, delicious flavors and simple convenience, Rice ‘N Easy is a great addition to any pantry. But consumers don’t know it exists - our goal was to build awareness and drive trial. 

THE INSIGHT:
Cooking fatigue is real - but flavor fatigue sure isn’t.
 

THE IDEA:
Gourmade in the microwave. Because this lineup opens the culinary club doors to all and makes it easy to experience world-class flavor everyday… all you need is Rice N Easy + a microwave.

THE RESULTS:

• Audio exceeding benchmark by 93% for Completion Rate

• OLV outperforming Video Completion Rate benchmark by 12% across all creatives

• Rich media reaching 13x above Engagement Rate benchmark

• Facebook exceeding our CTR benchmark by 125%

• Retail, IRI Point of Sale Data - Strong gains in market share of the Ready to Serve rice segment throughout most of our markets and key retailers.