ARLINGTON, VA – As part of the continuing festivities for September National Rice Month (NRM), USA Rice has partnered with Zojirushi America, the domestic branch of the high-end appliance manufacturer, to celebrate NRM and promote increased grain consumption with a giveaway shared on both organization’s social media platforms to a combined audience of more than 155,000 engaged consumers.
Foodie influencer Ari Laing of Well Seasoned Studio kicked off the promotion earlier this week with the posting of a newly-developed
rice recipe video and the announcement of the NRM giveaway contest to her extensive following.
To participate and to be eligible to win one of the three giveaway opportunities, consumers have to like or comment on the post and follow USA Rice, Well Seasoned Studio, and Zojirushi America on Instagram. Each prize includes a Zojirushi Micom rice cooker, a diverse sampling of U.S.-grown rice varieties, and NRM branded items.
“This NRM promotion has a bit of everything – a new rice recipe, exciting giveaway opportunities, an effective way to get the word out on NRM, and two trusted partners in Zojirushi and Ari of Well Seasoned Studio,” said Cameron Jacobs, USA Rice director of domestic promotion. “We expect a high level of consumer engagement to come from this partnership due to that winning combination as we continue to promote U.S.-grown rice throughout September.”
The video centers on a creamy rice pudding recipe created by Ari and features footage of domestic rice options and the rice cooker model along with NRM information and industry talking points for USA Rice and Zojirushi.
“National Rice Month poses the perfect opportunity to promote consumption of rice and highlight the benefits a rice cooker can bring to any kitchen,” said Zojirushi spokesperson Krista Erickson. “By partnering with USA Rice to celebrate NRM and highlight what a game changer a rice cooker is for most households, we hope to remove concerns of any cooking barriers associated with rice and encourage greater usage of our favorite grain.”
In addition to the recipe production and giveaway, Zojirushi is promoting the giveaway and NRM with a corporate press release.