“Think Rice” Digital Campaign Kicks-Off in Central America

ARLINGTON, VA – In May, USA Rice partnered with 57 social media influencers in Guatemala, Honduras, El Salvador, and Costa Rica to launch the “Piensa en Arroz” (Think Rice) 2020 digital campaign.  The campaign kicked off simultaneously in each country with influencers posting their favorite rice-based photos, videos, tips, and tricks with the hashtags #nutricionpoderosa (powerful nutrition), #economicofacilnutritivo (economical, easy nutritious), and #piensaenarroz (think rice).  

The campaign will continue throughout the year with social media influencers, and experts in the fields of nutrition and lifestyle, as well as collaborations with TV and radio outlets to spread the word about U.S.-grown rice.

“The concept of the “Piensa en Arroz” campaign is to align our efforts with networks of people that can reach targeted groups of consumers to promote rice consumption by offering new recipes, nutritional information, and important tips for better eating,” said Asiha Grigsby, USA Rice director of international promotion for the Western Hemisphere.  “All posts can be found on USA Rice digital platforms throughout Central America including Facebook, Instagram, and YouTube at @piensaenarroz.”

The U.S. Department of Agriculture’s Foreign Agricultural Service (FAS) contributed to the success of the new digital campaign by featuring USA Rice events on the SaborUSA Costa Rica website, which is part of the U.S. government-sponsored marketing campaign that promotes U.S. food and beverages for audiences in Central and South America.

FAS also created and shared several “fast videos” that show chefs cooking up quick and easy recipes such as Stuffed Chiles with Rice, and Rice Pudding with Mango and Coconut, all featuring U.S.-grown rice.