Sep 30, 2021
LONDON, UNITED KINGDOM -- USA Rice joined leading UK rice company Tilda to celebrate the Chinese Mooncake Festival here with point of sale (POS) materials displayed in Asian supermarkets and cash & carry stores across the UK, including London’s popular Chinatown. The special POS materials included banners, posters, and bespoke cut-out displays as well as digital video assets for maximum visibility.
The Mooncake Festival, also known as the Mid-Autumn Festival, is a traditional Chinese festival celebrated by many countries in southeast Asia, and is the second-most important holiday after Chinese New Year, with a history dating back more than three thousand years when the Chinese Emperor worshipped the moon for bountiful harvests.
The festival is usually held on the fifteenth day of the eighth month of the Chinese lunisolar calendar when the moon is at its fullest and brightest, coinciding with harvest time in autumn. Lanterns of all shapes and sizes are carried and displayed as symbolic beacons that light the path to prosperity and good fortune.
“The Mooncake Festival provides us with a wonderful opportunity to celebrate the great taste of Tilda’s USA long grain rice,” said Nainesh Vadera, the company’s sales manager. “The festival provides many opportunities to introduce our USA long grain rice to a wider audience and this year, in addition to a wide range of merchandising materials, we have created a wide range of new inspiring recipes as well.”
Mooncakes, a rich pastry typically filled with sweet-bean, egg yolk, meat or lotus-seed paste, are served during this festival when families and friends gather to celebrate and share meals filled with traditional dishes, many made with rice.
“The creativity and ingenuity of the POS items Tilda developed for this year’s Mooncake celebrations enabled U.S. long grain rice to really stand out in one of our key markets in the UK, namely, the Chinese community,” said Eszter Somogyi, USA Rice director for Europe, Middle East, and Africa. “We know rice is the “go-to” grain for these consumers and this promotion put U.S.-grown rice at the center of their shopping experience.”