ARLINGTON, VA -- Last September, USA Rice partnered with five Registered Dietitian (RD) influencers, known for their nutritional expertise and recipe development, to bring attention to U.S.-grown rice as an integral part of a healthy diet and lifestyle. This strategy used the knowledge and reach of the team of RDs to raise awareness for the versatility and nutritional benefits of U.S.-grown rice.
Each RD created social media posts featuring unique nutrition-focused rice recipes that included USA Rice messaging and key nutritional benefits of the specific U.S.-grown rice variety used. The posts were pushed out on the individual influencer’s platforms including Facebook, Twitter, Instagram, and Pinterest. To further increase exposure, the RD content was amplified by USA Rice on Facebook and Instagram.
The new recipes included Vegetarian Paella, Wild Rice & Cheesy Broccoli Casserole, Curried Rice Salad, Chicken Berry and Brown Rice Bowls, Roasted Vegetable & Wild Rice Soup, Rainbow Asian Rice Salad with Shrimp, Brown Rice and Sweet Potato Hash, Stuffed Poblano Peppers with Chimichurri Rice, Easy Weeknight Fried Rice, Instant Pot Chicken Teriyaki Bowls, Chicken & Sausage Gumbo, and a Buffalo Vegetable Bowl.
In late March, as the response to the COVID-19 pandemic shutdown resulted in changing consumer shopping and cooking habits, the overall recipe strategy was tweaked to incorporate more pantry staples and/or minimal steps.
By the end of the campaign, 12 new rice recipes had been created with 102 social placements that generated more than 1.8 million impressions and 15,000 engagements. In addition to the immediate impact of the campaign, USA Rice owns the rights to the created recipes and associated photography that will be used in future promotions.
“Year One of the Registered Dietitian Blogger program really delivered,” said Nutrition Subcommittee Chair Bryon Holmes. “Not only were we able to reach new consumers with our nutritional messaging, but we were able to quickly adapt to the impact of COVID-19 and provide new at-home chefs with a great collection of nutrition-focused recipes.”
Due to the success of this year’s RD Blogger campaign, the 2020-21 program will be strengthened with the addition of two more registered dietitians and program outputs will increase to a minimum of 20 new recipes, 120 placements, and 2 million consumer impressions. Next year’s program will also expand its focus to incorporate not only nutrition-facing recipes, but also more consumer-friendly dishes to meet the growing demand of newly created at-home chefs.
All recipes are available on the USA Rice consumer recipe database located here