Minute Rice takes 30-seconds to show Canadians how easy it is to prepare its ready-to-serve microwaveable cups with a new commercial from Toronto agency The BrainStorm Group.
The campaign, which also includes online ads and in-store materials, is the first from Brainstorm since taking over the account last fall.
For this campaign, it was important to go above and beyond the functional benefits of the brand to get into the hearts and minds of women consumers, said Bob Froese, who replaced Ron Telpner last December as agency CEO.
“The time they save is so valuable, and even if you can grab an extra minute in your day, it counts,” he said.
In a release, Sandra Kim, director of marketing for Ronzoni Foods Canada (which owns the Minute Rice trademark in Canada), said the agency was instrumental in the development of the brand framework, which helped lead to the television commercial.
Froese said the agency conducted a fair amount of market research and creative testing before launching with what he feels is a “strong strategic platform” that can serve as an anchor for future campaigns.
This particular effort is expected to run throughout the year. Cossette handled media planning and buying.
