'Tis the season
ACCRA, GHANA – Rice always plays an important part in the daily diet here, but mid-November through mid-January is the peak sales season for rice thanks to family reunions, social events and parties, and feasts centered around the Christmas holiday and featuring rice dishes. To capitalize on this, USA Rice has launched a billboard campaign with a “Afehyia Pa ooo,” or “Merry Christmas” theme.
The campaign appropriates the warmth and friendliness of this period with the strong emotional bond between a mother and her daughter, emphasizing the need to make quality U.S. rice a part of sharing these special moments with loved ones. The messages are already resonating very well with the general public.
“U.S.-grown rice has lost significant market share here over the last two years thanks to cheaper Vietnamese, Thai, and Indian rice coming in,” explained Jim Guinn, USA Rice vice president of international promotion. “However, the average Ghanaian consumer recognizes the superior quality of U.S. rice, and given a good price, will opt for it. This campaign is designed to give consumers a little extra emotional incentive to maybe spend a little more on food for their loved ones during this special time of year.”
The billboards are up in 15 prime locations throughout the highly populated “golden triangle” of Ghana – the three major cities of Accra, Kumasi, and Takoradi – and will be in place through January 2016.