When it comes to rice, Canadians trust U.S.-origin because it's the most local and a reliable choice
May 13, 2024
TORONTO, CANADA – In 2023, USA Rice Canada launched a digital advertising campaign integrating the "Hand Me a Cup of Rice and I’ll Give You…" campaign theme with new banner ads incorporating core messages echoing content featured on the USA Rice Canada website.
The new ads were tailored for both English- and French-language markets, circulating through the Google Ad network and prominently featured in paid social promotions, most notably on Pinterest. The strategic placement of these ads successfully directed a significant flow of traffic to the Canadian USA Rice website.
USA Rice banner ads promoted on the Google Ad network to Canadian consumers generated more than 6M impressions and more than 28.4K clicks to the website, achieving a 0.47 percent click-through rate. Additionally, the Google Search ads yielded more than 260K impressions, 13K clicks to the website, and an outstanding 5.02 percent click-through rate. These outcomes not only surpassed the results of 2022 but also exceeded 2023 targets.
Combined with paid social media promotions, the 2023 digital advertising campaign generated more than 13M impressions, more than 105.3K clicks, and a commendable click-through rate of 0.8 percent.
Based on these impressive results, USA Rice Canada has continued the commitment to strategic digital advertising in 2024. From January to March 2024, digital ads have already garnered significant traction, accumulating more than 1.27M impressions, 12.6K clicks, and an impressive click-through rate of 1.0 percent.
"As we continue to innovate and elevate our digital advertising strategies, we aim to inspire and engage consumers across digital platforms, motivating them to purchase and enjoy more U.S.-grown rice,” said Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere. “Our goal is to drive awareness of U.S.-grown rice's exceptional attributes in the Canadian market, engaging with consumers across social media where they are already spending time and open to learning about food and recipes.”