ONTARIO, CANADA – A new study shows that mainstream media sources still dominate when it comes to how Canadians consume their daily news. In fact, nearly half (45 percent) of Canadians say they get their updates from an evening TV newscast or late broadcast, followed by a newspaper website (29 percent), and a TV news website (29 percent). As one of the countries with higher levels of trust in media, broadcast integrations provide a meaningful opportunity in Canada to communicate key messages from a trusted source.
“Armed with this data, USA Rice partnered with two food and lifestyle media experts to highlight the benefits of U.S.-grown rice across three national broadcast tours, including online syndication on TV channel websites,” said Asiha Grigsby, USA Rice director of international promotion.
Taylor Kaye, a lifestyle and parenting expert, featured U.S.-origin rice in a back-to-school tour in mid-September across seven top broadcast outlets that focused on the pantry stability, affordability, meal prep, versatility, and nutritional aspects of U.S.-grown rice. Kaye prepared kid-friendly dishes found on the newly updated
Canadian website, including No-Bake Chocolate Date and Rice ‘Truffles’, and Colossal Rice and Beef Meatballs.
USA Rice Canada also worked with DIY and lifestyle expert
Denise Wild to create two segments featuring U.S.-grown rice: “Hosting Hacks” and “Haunted Homemade Recipes” for Canadian Thanksgiving and Halloween, respectively. Wild talked about the gluten-free and versatility benefits of U.S.-grown rice and highlighted two rice recipes, Stuffed Pumpkins and Skewered Rice Croutons.
“Our work with Canadian broadcast experts appeals to our target audiences, including parents, millennials, and foodies,” said Grigsby. “Through these partnerships, we are able to tailor each key message in a style that feels authentic to our audiences and drives consumers to our new Canadian website for recipes, nutritional information, and more.”