U.S. rice is the perfect ingredient
Oct 06, 2021
BOGOTÁ, COLOMBIA – As part of a long-term promotion strategy launched earlier this year, USA Rice created the “Think Rice: The Perfect Ingredient” campaign, a multichannel crusade designed to engage consumers through in-store promotions and digital marketing throughout Colombia.
“USA Rice began doing field work in May 2021 to get a baseline read on the availability of U.S.-origin rice products here,” said Asiha Grigsby, USA Rice director of international promotions for the Western Hemisphere. “We solicited support from Colombian importers and leading retailers such as Grupo Exito (Carulla), Jumbo Cencosud, Makro, and Gastronomy Market to assist in mapping out an advertising strategy that would create awareness for brands sourcing U.S.-origin rice and promoting the consumption of rice overall.”
The first “Perfect Ingredient” in-store promotions took place in September in 22 supermarkets in Bogotá, Medellín, Cali, Barranquilla, and Bucaramanga featuring endcap displays and large point of purchase materials including side basket headers, cross category display furniture, mini banners, pop-up displays, and price markers. The promotion runs through November 2021 in the Carulla, Cencosud, and Makro supermarket chains.
“The digital campaign, started in July 2021, paved the way with curated social media content and advertising promoted through Instagram,” Grigsby added. “E-commerce platforms, such as Rappi and Cornershop, also are essential elements of the digital promotion strategy, giving consumers the ability to shop the virtual aisles for their favorite U.S.-origin rice products from the comfort of their homes.”
To date, average sales of featured U.S.-origin rice brands in partner supermarkets have increased 23 percent compared to pre-campaign sales.