Gumbo Promotion Resonates with Japanese Consumers

IP-Gumbo Promotion Resonates with Japanese Consumers-210520 copy
Incentivizing participation
May 20, 2021

TOKYO, JAPAN – Japanese interest in “foreign” menu and recipe ideas has grown for decades and is seen as a smart and effective way into Japanese stomachs.  USA Rice proved the theory with the just-concluded three-month #DeliciousGumbo campaign and contest.

“The program consisted of two parts, first general social media promotion through February using #DeliciousGumbo, and then a web-based promotion for March and April,” explained Sarah Moran, USA Rice vice president of international.  “We wanted to get people thinking about new and exciting uses for U.S. rice, and gumbo really captures people’s imagination.

More than 10,500 consumers registered for the promotion which drove traffic to the USA Rice Japan website up.  There were more than 70,700 page views to the gumbo section of the website.

Moran said 115 winners were selected at random and they received either a soup thermos or a supply of Cajun spices, with everyone receiving a 400g (14 ounce) bag of U.S medium grain rice and a USA Rice recipe book.

“We’ve run similar programs in the past, and this year we had even more participation,” Moran said.  “We’re looking forward to continuing to build on the momentum and interest in U.S.-grown rice.”