Arroz Super Extra / EcuadorPromo
Rice of Glory.
Ecuador's leading rice brand hid 20 prize-winning grains, each hand-painted by a micro-artist, inside its packs.
- Brand
- Arroz Super Extra
- Agency
- Grey
- Market
- Ecuador
- Region
- Global
The challenge
With over 20 brands selling identical white rice, market leader Super Extra needed to stand out.
The idea
A Sri Lankan micro-artist painted prizes on 20 single grains, which were mixed into over 300,000 opaque black bags. TV vignettes, billboards and influencer content built a golden-ticket style hunt for prizes such as cruises, flights and electronics.
Results
- Average sales rose from about 600,000 to 1 million cases during the three-month promotion
- Outsold rivals by over 500,000 cases
Case study source: Activation Ideas Source ↗
