Agencies vie for Tilda advertising business
Steve’s breakdown: This campaign was done by O&M and is a big improvement on the original but it doesn’t seem to be enough for this basmati rice brand.
ESSEX, UK: The brand has contacted shops directly to invite them to pitch for the business.
Tilda’s most recent major ad campaign, which launched two years ago and was created by Ogilvy & Mather, involved a 30-second TV spot to promote its microwaveable basmati rice.
The ad features a mother explaining how her son has brought shame on the family by using Tilda’s products. The ad ended with the line: “Perfect basmati rice in two minutes. Sorry mum.”
In August, Tilda became the first advertiser to use digital product placement on the South Asian TV network Zee, after the broadcaster formed a global relationship with the digital product placement specialist MirriAd.
MirriAd used its digital software to put the UK design of packets of Tilda basmati rice into ten episodes of the Zee soap Pavitra Rishta.
Tilda’s 2010 share of the UK rice market was 12 per cent, with sales of £48 million, according to Mintel. This was ahead of other Indian rice brands, but second to Uncle Ben’s, which had 33 per cent of the UK rice market.