Eighteen brands have joined forces to create a giant instore initiative in Woolworths supermarkets this month.
The campaign suggests rice for dinner and offers recipes around this staple, such as teriyaki sesame beef.
Rice brands SunRice, Tilda, and Uncle Ben’s feature alongside Asian sauce labels, Kantong and Wokka.
Other featured brands include Woolworths’ homebrands, Select and Macro.
Kirsty Dollisson, GM of TorchMedia, which executed the cross-brand promotion, called the promotion the largest Australia has ever seen.
“Category led campaigns such as these are gaining popularity through the amplification of a brand message instore,” Dollisson said.
“We will be doing some research to find out exactly how effective these campaigns can be by measuring the performance of these dominating executions.”
The campaign rationale
Research conducted by TorchMedia found few shoppers visit supermarkets knowing what they’ll be having for dinner that night.
The majority choose a protein ingredient, such as chicken, beef, beans, or tofu as a starting point and go from there.
This makes shoppers open to suggestions and visual cues, such as recipes and signage, that can make their dinner decision easier and represents an opportunity for brands to highlight products that complement proteins, such as rice, sauces, and vegetables.
TorchMedia’s aisle fins have been placed in Woolworths’ meat sections, as well as in packaged food aisles.
Messages displayed on the fins include: “Why choose heat and eat rice”, “Do you know your rice?”, and “What’s your flavour?”
The campaign will run for the month of November at selected supermarkets across Australia.
