USA Rice Launches Strategic Advertising Campaign in Toronto

TORONTO, CANADA – To enhance the visibility of U.S.-grown rice in Canada, USA Rice recently executed an advertising campaign throughout the greater Toronto area.  This initiative, begun the last week of August and running through October 27, showcases the versatility of U.S. rice through a series of creative ads displayed in multiple high-traffic locations across the city.

Campaign ads consisted of posters displayed in subway trains, commuter trains, and buses, as well as vertical street-level posters, and digital billboards at major highways and intersections.  By selecting high-traffic areas frequented by daily commuters as well as locals, USA Rice aimed to maximize engagement with a diverse audience.

At the core of the campaign is the theme “Hand me a cup of rice & I’ll give you...”, which emphasizes the endless possibilities that come from a single cup of rice, promoting it as a quick, affordable option and a staple ingredient for meals throughout the day.  Three posters were developed featuring recipe imagery that underscored the simplicity of cooking with rice, appealing to consumers seeking budget-friendly meal options without sacrificing flavor or creativity.

The campaign includes QR codes on transit ads, encouraging users to scan and visit the USA Rice Canada website to easily access recipes.  This strategy not only drives traffic to the website but also creates a seamless connection between the ads and consumer interaction.

“Our goal with this campaign is to highlight the affordability and versatility of U.S. rice to Canadian consumers,” said Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere.  “By showcasing how simple it is to prepare delicious meals with rice, we aim to inspire families and individuals to incorporate it into their daily cooking and dining.”

As the campaign continues through this month, USA Rice is focused on evaluating its effectiveness in driving traffic to digital platforms and increasing awareness among Canadian consumers.