AMMAN, JORDAN – On Saturday, August 1, the first day of the Eid al-Adha holiday, USA Rice initiated an outdoor media campaign here in cooperation with local U.S. rice brand Sunbird.
Ads appear on 29 large digital screens in central locations throughout the capital city. Digital screens are new to the Jordanian market and provide excellent visibility and project a high resolution, premium image.
“The locations are perfect, and the display is wonderful,” said Osama Irshaid, assistant executive director for Intermarkets, the local importer of Sunbird brand. “We are very happy to be the first U.S. rice brand to appear on this new media, and we are thankful for the support provided by USA Rice.”
This is the first promotion in Jordan this year which has not run on social media. USA Rice had to postpone all planned activities utilizing traditional media due to the COVID-19 pandemic and the social distancing restrictions put in place by the local government. As the situation gradually improves in Jordan and people get back to some normality in their lives, USA Rice will re-launch appropriate promotions with local U.S. rice brands.
In the meantime, USA Rice has ramped up social media promotions including the launch of Jordan-specific Facebook and Instagram accounts, and a new partnership with a Jordanian chef to create authentic local dishes using U.S.-origin rice to be shared online each week. For more details on USA Rice social media efforts abroad, see
USA Rice Daily, June 18.
Jordan is a significant, loyal market for U.S. rice sales. It was the seventh largest market by value for U.S. rice sales in 2019, with a volume of 90,000 MT and value of $73.3 million. Sales between January through May 2020 increased by 16 percent in volume demonstrating the importance of promotional activities to sustain and support continued demand.