USA Rice Launches “Plays Well With Others” Ad Campaign

Magazine ad with colorful rice bowl & the message "Plays Well With Others"
Mar 09, 2018
ARLINGTON, VA -- USA Rice recently kicked off a new foodservice marketing campaign to reach chefs and foodservice professionals as they research culinary trends and explore new menu ideas.  The campaign includes both print and digital ads that will appear regularly throughout the year in three leading foodservice publications, Restaurant Business, Foodservice Director, and Flavor & the Menu.

“These three publications were chosen because of their reputation as authorities on foodservice trends and menu inspiration,” said Michael Klein, USA Rice vice president of marketing and domestic promotion.  “Their combined subscriptions reach more than 180,000 foodservice operators with 88 percent of their readers being operational decision-makers.”

With the theme ‘Plays Well With Others,’ the ad campaign aims to encourage foodservice operators and decision makers to see the many menu applications of rice.  The ads focus on the versatility of rice and its ability to pair with all types of food with enticing food photography and trendy rice recipes, and direct readers to for more recipes and information about U.S.-grown rice.  

“Our research tells us that while rice is a popular ingredient on menus, it’s not the first thing foodservice operators think of for recipe innovation or hot food trends, so we’re working to change that,” said Klein.  “The new ads are colorful and fun, and the catchy tagline of ‘Plays Well With Others’ should inspire chefs to explore the myriad menu possibilities U.S.-grown rice offers.”

Two print ads debuted in the March/April issue of Flavor & the Menu magazine as well as the March issues of Restaurant Business and Foodservice Director magazines.  Digital ads will appear on RB Daily, Restaurant Business online,, FSD Update Newsletter, C&U newsletter, and Flavor Flash e-newsletter, and run through July.