USRPA (US Rice Producers Association) , in collaboration with the Colegio Superior de Gastronomía, organized a training session for 6th-semester students who were taking the course on grains and seeds. The event was attended by 14 students and aimed to instruct them on the advantages of using American long-grain rice. During the session, two recipes were developed: rice and shrimp croquettes, and orange rice pudding, where the star ingredient was American long-grain rice.
The collaboration between USRPA and the Colegio Superior de Gastronomía allowed for a theoretical class where the advantages and differentiators of American long-grain rice were explained. Subsequently, the students put these learnings into practice by developing the two mentioned recipes. All participants received a recognition for their participation, highlighting the importance of both practical and theoretical learning. The results of this session were highly positive.
The training session not only achieved its educational objectives, but also inspired students to explore new culinary possibilities with American long-grain rice.
We had a three-month campaign with chef Carlos Leal, who has a total of 97,000 followers and created video recipes providing information of the benefits and qualities of American rice.
He also participated in the training session with students as our spokesperson to give general information of the product and showed a variety of dishes using American rice. The students had the opportunity to asked questions, taste the food and learn interesting information about our brand and product.
Additionally, to reinforce our key messages and reach a different segment of the community, we had two campaigns with influencers who created video recipes providing information, tips and recipe options using American rice. The two influencers who participated were @señoritawalmart and @fromscratch__ with a total of 572 followers.
This activity resulted in 500,411 people reached with 664,260 impressions. Our KOLs always combine our products in the most incredible recipes and mentioned how to differentiate them from the competitors.
In collaboration with Alazan, a prominent importer distributing to key retailers like Scorpion and Tiendas DZ, we executed an innovative marketing strategy with a focus on culinary experiences. Over a span of 12 days in Ciudad de México, we hosted engaging cooking shows at the point of sale, featuring the preparation of popular dishes such as Arroz con Leche and Arroz a la Jardinera. The culinary events were strategically designed to captivate the attention of shoppers and enhance the overall shopping experience.
The impact of these cooking shows was substantial, as reflected in the reported sales figures. According to Alazan’s assessment, there was a remarkable 15% increase in sales during the 12-day period compared to the same timeframe in the previous year. This success underscores the effectiveness of experiential marketing in driving consumer engagement and boosting product sales.
Feedback gathered from participating stores, the importer, and consumers has been overwhelmingly positive. Stakeholders noted that such interactive activities not only create a stronger connection with customers but also foster a sense of commitment, ultimately translating into increased sales.