Riviana Foods: This Rice Unites

Riviana Foods, a food brand, increased brand awareness among Hispanics, particularly among millennial Hispanics, in the USA with its bilingual campaign This Rice Unites.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Despite being a leading brand, Mahatma Rice lacked excitement and had an aging consumer profile, necessitating a revitalization and reintroduction to younger Hispanics.

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