Tilda: Elevate Your Plate

Rice wasn't made to sit on the side, says Tilda in a new £1m campaign for its steamed rice range. Elevate Your Plate highlights that the range always delivers the right rice for the right dish, enabling people to explore a multitude of culinary cultures on their own terms.

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We have unveiled a new advertising campaign for Tilda's steamed rice range – the start of a seven-figure marketing investment into a range which will represent the brand’s focus across 2021.

Elevate Your Plate – the first major above-the-line campaign for the product range -positions Tilda Steamed rice as an integral part to so many much-loved dishes from around the world – not something made to merely sit on the side.

The campaign highlights that the range – available in more than 20 different flavours – always delivers the right rice for the right dish, enabling people to explore a multitude of culinary cultures whenever and however they’d like.

This idea is brought to life through a lively new TV spot directed by Guy Manwaring through Merman. Opening with the line ‘I can make everything nice with Tilda steamed rice’, it sees an amateur (but enthusiastic) home cook grow in confidence and ambition as he crafts an array of dishes of increasing complexity – from halloumi wraps and bibimbap to leftover Thai in a stir-fry; dinner for one to a banquet for everyone – all with rice at their heart.

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