AT THE MOVIES, MEXICO – Screenings of an animated
video highlighting the importance of U.S. rice in the Mexican market hit Cinépolis movie theaters across Mexico last December. The campaign, titled "Arroz Americano Autentico” (Authentic American Rice), ran in 166 theaters and reached an audience of nearly 400,000 moviegoers.
“USA Rice is re-envisioning traditional advertising platforms,” said Asiha Grigsby, USA Rice senior director of international promotion in the Western Hemisphere. “We created this animated short as a conversation starter during movie previews to spark discussions on the superior attributes of American-grown rice and to underscore the economic and culinary advantages of choosing American rice for consumers.”
The choice of Cinépolis movie theaters to share the informational video was an effective way to deliver the message of Arroz America Autentico to diverse groups and regions of Mexico. The campaign tapped into a popular and widely attended platform – the holiday movie outing – ensuring maximum visibility for the video.
“The message of Arroz America Autentico is now firmly embedded in the minds of more than a hundred thousand people,” said Grigsby. “We got in front of a captive audience and put the spotlight on the authentic and superior attributes of U.S. rice in the Mexican market.”