Retailers can benefit from ‘Rice Up Your Life’ campaign
REGARDLESS of whether you prefer a korma or a vindaloo, consumers will be looking for a plate of rice to come with their curries for National Curry Week.
And with National Rice Week running 11-17 September, what better time is there to highlight the options on the table?
Returning for its sixth year now, National Rice Week will give retailers the chance to shout out the range they have available in stores with support of a multichannel campaign run by The Rice Association.
The ‘Rice Up Your Life’ campaign will include cooking recipes involving rice to help inspire consumers to further branch out with the grain, as well as engagement across social channels from influencers.
Jon Calland, chair of The Rice Association, said: “National Rice Week is a wonderful opportunty for the whole food industry to celebrate the versatility of this great-value grain, and help consumers learn more of the different ways to enjoy rice, appreciate its many benefits and, ultimately, increase consumption.
“Rice can be used to create flavoursome meals for every taste and type of cuisine. In fact, UK consumers today enjoy the widest selection of rice varieties from across the world.
“We’re now calling on brands, retailers, wholesalers and foodservice sectors to get involved and celebrate National Rice Week this September.”
