The Challenge

Rice-A-Roni is an iconic brand that has brought savory meals to families for over six decades. From the iconic jingle to the trolley cars, the San Francisco treat has been a ticket to great taste and bold flavors. In 2021, Rice-A-Roni tapped Authentique to develop its social strategy and creative direction, helping the brand connect with the modern-day family who is always on the go and looking for meal solutions where you don’t have to sacrifice great taste for convenience.

The Objectives

We were set to drive brand awareness and capture significant SOV as it relates to conversations around meal solutions and occasions. Also, we were to increase social following on owned platforms to drive brand advocacy and excitement. And, finally, influence purchase consideration and trial with targeted product positioning and cross-channel integration.

Solutions & Results 

We delivered a new creative look and feel to elevate the Rice a Roni brand across identified social channels, introduced new social platforms that aligned with the target audience for increased penetration and consumer engagement, and developed a content calendar with corresponding imagery to allow for ongoing social currency and relevant placement to address target audience needs.

BIG WIN(S)

Instagram

1.1K

Followers

+327% FROM 2019
14.8K

IMPRESSIONS

+327% FROM 2019
974

TOTAL ENGAGEMENT

+327% FROM 2019

Twitter

229

Followers

+56% FROM 2020
8.9K

IMPRESSIONS

+3.5% FROM 2020
76

TOTAL ENGAGEMENT

+300% FROM 2020