Ad Campaign Underway in Saudi Arabia: Making Life in the Kitchen Easier

Oct 26, 2016
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JEDDAH, SAUDI ARABIA – USA Rice initiated a month long advertising campaign here that will reach 80 percent of the population in this, Saudi Arabia’s second largest city and an important commercial hub and the principal gateway to the Islamic holy cities of Mecca and Medina.

The campaign includes six huge unipoles (12 feet x 42 feet), as well as animated advertisements on 11 high definition screens all positioned on highly frequented roads next to traffic lights, to enhance exposure.  The outdoor media elements are supported with an “in-mall campaign” featuring backlit posters urging consumers to opt for U.S.-grown rice with messages of convenience for the home cook.

“U.S. Rice: Easy cooking, to make your life easier!” proclaims one of the ads.  The ads are appearing in 80 locations in the top 10 indoor malls in Jeddah, each with hypermarkets where consumers can shop for groceries nearby.

The campaign is supported by Abu Bint, one of the premier rice brands in the Middle East.

The Kingdom of Saudi Arabia, especially in its western and southern regions, is a loyal consumer of U.S.-grown rice, with a preference for long grain parboiled rice, but also purchasing some U.S. medium grain.

USA Rice works together with several identified local U.S. rice brands to increase sales and maintain consumer loyalty to U.S. origin, especially against a growing preference for basmati rice in the country.