Rice is part of a very diversified segment with many types and brands competing for the consumer's attention.
The market in KSA along with its consumers are heavily dependent on using medium grain rice widely known as Egyptian Rice. One of the main features of this grain is the ability to be used in many different dishes, whether salty or sweet.
The team came up with the communication strategy, brand positioning, brand direction, and developed the main storyboard for the product which showcased housewives overcoming cooking challenges by using medium grain rice with satisfactory results.
The storyboard demonstrated the easiness of preparing sweet and salty dishes. The agency supervised production of the TVC, ensured quality output and developed communication material for in store and other marketing collaterals.