U.S. easy cook rice takes the bus in three major UK cities

LONDON, UK – Throughout November, USA Rice collaborated with leading Afro-Caribbean wholesaler Wanis on an advertising campaign for their parboiled U.S. long grain that appeared on 100 buses all over the UK: 75 in London, 15 in Birmingham, and 10 in Manchester. Collectively, the promotion covered 23 different bus routes and was seen by more than 3.8 million people. “Raising awareness during the key run up to Christmas is important for sales of our U.S. long grain,” said Paul Harrison, marketing consultant to Wanis. “Our customers start to stock up on rice at this time for the important festive season which typically boosts our rice sales.” The poster campaign led with the slogan, ‘Effortless Flavour Endless Sunshine,’ highlighting the ease of use and compatibility of U.S. rice in a range of typically festive Afro-Caribbean dishes. Running in conjunction with the bus campaign was a series of highly visible backlit posters in bus stops and shelters, plus print media and radio ...