USA Rice Canada Gets “Saucy” for the Lunar New Year

Canada Promo with VH Sauce
Strong flavors herald the Year Of The Tiger
May 06, 2022
TORONTO, CANADA -- With the rise in Canadians’ taste for ethnic flavors, USA Rice is finding new ways to reinvent rice using fun and bold cooking sauces, and earlier this year partnered with VH Sauces from Conagra Brands, a North American packaged food company, to promote U.S. rice as part of a Lunar New Year program.  

The joint program included a national in-store shopper marketing initiative featuring an English and French recipe booklet, as well as a digital campaign with Reebee, a digital platform that helps Canadians browse and search flyers from hundreds of retailers.

Approximately 50,000 recipe booklets for the joint in-store promotion were distributed at top-tier grocery retailers across Canada such as Sobey’s, Loblaw, and Metro stores.  The booklet included five recipes using three types of U.S. rice popular in Canada, plus VH Sauces, as inspiration for meals during Lunar New Year celebrations.  The recipes inspired consumers to add bold, sweet, and spicy Asian flair to almost anything they can cook up with U.S. rice.  The partnership included strategic in-store placement of the recipe booklets, which allowed for the THINK RICE logo to be displayed on shelves.

The digital campaign with Reebee garnered 3.6 million impressions, 121,784 engagements, 93,808 unique engagements, and 7,834 click-throughs.  Consumers took time to visit and digest the contents of the campaign with an average of 14.13 seconds of time spent on page.

“The joint VH Sauces partnership in Canada was a timely opportunity to increase consumer awareness of the versatility of U.S. rice while also promoting the THINK RICE logo and brand both in store and online,” said Asiha Grigsby, USA Rice director of international promotion for the western hemisphere.  “We continue to explore relevant promotional opportunities with retail and foodservice partners across Canada that will drive purchase of U.S. rice.”

In 2021 Canada imported more than 231,000 MT of U.S.-origin rice valued at $193 million.