National Rice Week is returning for its fifth year this September (12th – 18th), with a multichannel consumer campaign that sets out to raise the profile of the UK rice sector.
Led by The Rice Association, the campaign will invite the nation to ‘Rice Up Your Life’ and highlight all that rice has to offer – from its versatility and convenience as a recipe ingredient, to its nutritional content and health benefits.
The Association is calling on local retailers to make the most of the event and join the celebrations. Here’s how:
- Feature National Rice Week in promotional campaigns;
- Use National Rice Week to launch new products;
- Hold in-store tastings, promotions or competitions;
- Work with customers and suppliers to create events and promotions around National Rice Week;
- Share content online across websites and social media channels using #NationalRiceWeek and #RiceUpYourLife and inspire social media followers to cook with rice.
The 2022 National Rice Week campaign will engage with consumers on social channels and via relevant influencers, and support this with media outreach. The activity will showcase the many ways people can use and enjoy the different rice varieties, both in and out of home. Content will range from inspirational recipe and serving ideas to myth-busting facts and nutritional information.
Jon Calland, Chair of The Rice Association said the event presents a great opportunity to engage with our customers.
He added: “The rice sector is currently worth over £900m annually to the British economy, with 88% of UK households buying rice each year.
“We’re now calling on the whole food industry to get involved and celebrate National Rice Week this September.”
